Campaign / Fashion house - 10/29/21
For its Fall-Winter 2021 campaign, Versace Jeans Couture brings to life the euphoric, free spirit of rave culture for a collection inspired by the extravagance and playfulness of ‘90s rave fashion.
Influenced by the uninhibited dress code of the times, the collection fosters an adventurous, care-free, and humorous mood set by vibrant prints and acid colors. A playground for self-expression, mix and matching and subversion, it presents day-to-evening layered looks that nod to the brand’s ironic high-low take on dressing.
The women’s collection contrasts feminine silhouettes with sporty details: structured blazers are styled with lace bicycle shorts and classic A-line dresses feature racer necklines and criss-cross open backlines. At the same time, a unique take on ‘90s party looks is referenced through the mix-and-match attitude in the men’s collection. Taking inspiration from the otherworldly style brand’s iconoclastic nature, deconstructed tailoring is paired with jeans and tracksuits for a casual, street-style vibe, while oversized trench coats are paired with intentionally long shirts.
As a nod to the acid color tints of ‘90s rave photography, the stills play with saturated color overlays and hints of abstract nature imagery. Captured by Lee Wei Swee, an emerging Swiss photographer known for his unique otherworldly style, the photographs aim to represent the sensorial nature of the
experience with nostalgic and psychedelic touches.
The artful and experimental film follows the cast to the rave and captures their experience: a visual exploration of a euphoric state, intense with possibility and alive with color. The piece was directed by emerging South African director Roberto Colombo in collaboration with Ruff Mercy, one of the most revered animators who has worked with the likes of Thom Yorke and Chemical Brothers.
VERSACE JEANS COUTURE
FALL-WINTER 2021 DENIM CAMPAIGN: BLUE NOTES
Alongside the main campaign, the season’s core denim styles are displayed in Blue Notes - a dedicated series of images featuring up-and-coming musical talent wearing the new season looks. The campaign will unravel across a series of chapters featuring different emerging talent, with the first chapter focusing on singer, songwriter and poet Elias Bender Rønnenfelt, and indie rock singer-songwriter Connie Constance.
The pair wear standout pieces from the collection including a women’s embellished denim jacket that stays true to the brand’s vision of elevating denim, and oversized raw-denim jeans. A men’s shirt is finished in half-wash tie-dye, and heavy-weight denim shirts, jeans and jackets feature intricate stitch and print details.
Artists featured in the Blue Notes campaign will curate their own playlist for the new Versace Jeans Couture Spotify channel, with each playlist taking inspiration from the new season collection and their own musical journey.
Influenced by the uninhibited dress code of the times, the collection fosters an adventurous, care-free, and humorous mood set by vibrant prints and acid colors. A playground for self-expression, mix and matching and subversion, it presents day-to-evening layered looks that nod to the brand’s ironic high-low take on dressing.
The women’s collection contrasts feminine silhouettes with sporty details: structured blazers are styled with lace bicycle shorts and classic A-line dresses feature racer necklines and criss-cross open backlines. At the same time, a unique take on ‘90s party looks is referenced through the mix-and-match attitude in the men’s collection. Taking inspiration from the otherworldly style brand’s iconoclastic nature, deconstructed tailoring is paired with jeans and tracksuits for a casual, street-style vibe, while oversized trench coats are paired with intentionally long shirts.
As a nod to the acid color tints of ‘90s rave photography, the stills play with saturated color overlays and hints of abstract nature imagery. Captured by Lee Wei Swee, an emerging Swiss photographer known for his unique otherworldly style, the photographs aim to represent the sensorial nature of the
experience with nostalgic and psychedelic touches.
The artful and experimental film follows the cast to the rave and captures their experience: a visual exploration of a euphoric state, intense with possibility and alive with color. The piece was directed by emerging South African director Roberto Colombo in collaboration with Ruff Mercy, one of the most revered animators who has worked with the likes of Thom Yorke and Chemical Brothers.
VERSACE JEANS COUTURE
FALL-WINTER 2021 DENIM CAMPAIGN: BLUE NOTES
Alongside the main campaign, the season’s core denim styles are displayed in Blue Notes - a dedicated series of images featuring up-and-coming musical talent wearing the new season looks. The campaign will unravel across a series of chapters featuring different emerging talent, with the first chapter focusing on singer, songwriter and poet Elias Bender Rønnenfelt, and indie rock singer-songwriter Connie Constance.
The pair wear standout pieces from the collection including a women’s embellished denim jacket that stays true to the brand’s vision of elevating denim, and oversized raw-denim jeans. A men’s shirt is finished in half-wash tie-dye, and heavy-weight denim shirts, jeans and jackets feature intricate stitch and print details.
Artists featured in the Blue Notes campaign will curate their own playlist for the new Versace Jeans Couture Spotify channel, with each playlist taking inspiration from the new season collection and their own musical journey.
Designer:
Versace
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