Stone Island

Sep 2024

Stone Island continues to redefine the intersection of technical innovation and cultural legacy with its Fall 2024 ad campaign. Moving away from traditional high-fashion glitz, the campaign functions as a research project, positioning the brand's iconic outerwear as the focal point of a thoughtful, cross-generational dialogue. Photographer David Sims captures a diverse cast—including Liam Gallagher, Peggy Gou, Russell Tovey, and Sage Elsesser—against a stark, minimalist white backdrop. This deliberate choice of studio strobe lighting creates an even, clinical aesthetic that forces the viewer to confront the intricate textures and archival details of the garments, from vintage-inspired hooded jackets to high-shine, reflective materials. Under the guidance of creative director Ferdinando Verderi, the campaign leans into a clean, editorial minimalism, allowing the subjects to exist alongside columns of inquisitive, research-based text curated by Hans Ulrich Obrist. Styled by Max Pearmain, the portrait series avoids common luxury fashion tropes, instead embracing a raw, documentary-style approach. By pairing these high-profile individuals with archival pieces, Stone Island effectively frames its clothing as more than just apparel; it becomes a case study in human expression. The result is a sharp, commercially potent campaign that honors the brand's heritage while maintaining a contemporary, intellectual edge that feels both accessible and deeply rooted in the history of technical fashion design.

Editorial, Vertical

Studio strobe

Luxury Fashion Houses, Fashion, Fashion