I led the season from concept to final image, defining its theme, graphic language and visual narrative across campaign, lookbook, presentation, product and communication.
FW22 translated the rituals of nightlife into an immersive Milan Fashion Week presentation, a lookbook set inside a constructed nightclub, the Screwed Up campaign film and the launch of Symbiont, the brand’s first signature sneaker.
PRESENTATION / RUNWAY:
Partnering with Urban Productions, we executed the collection’s debut presentation at Milan Fashion Week, evolving my conceptual idea and art direction into an immersive runway moment.
PRODUCTION: URBAN PRODUCTION + VIDEO GANG / STYLIST: MARC GOEHRING / HAIR: FRANCO GOBBI / MAKE-UP: PATRICK GLATTHAAR / CASTING: KYRA-SOPHIE / RUNWAY PHOTOGRAPHER: VALERIO MEZZANOTTE / My Role: CONCEPT AND IMAGE DIRECTORLOOKBOOK
Located inside the wardrobe entrance of a constructed nightclub setting, the lookbook frames the quiet tension before a long night out, focusing on the threshold between preparation and performance. A moment of transition before the energy of the night takes over.
PHOTOGRAPHER: THOMAS LOHR / STYLIST: MARC GOEHRING / HAIR: FRANCO GOBBI / MAKE-UP: PATRICK GLATTHAAR / CASTING: KYRA SOPHIE / My Role: IMAGE DIRECTORCAMPAIGN FILM
TEXT
Director: @max_von_gumppenberg / DOP: #jakobstark / 1 AC: @yannicpoepperling / Focus puller: @ole_jacobs_ / Sound: #simonhueckstaedt / Grip: @funkii4o / Art Direction: @andreikhashan / Styling: @marcgoehring / Styling assist: @sparklewhat / H&M: @ann.dmlng / Production: @vicamatossian @der_rote_raecher_ #mvg_studio / Casting: @kyrasophie / Editor: @marcboehlhof / Color grading: #nicolaiwolf / Talent: @franziskaaaigner @sarah.batt @daannkee @luu.ngma @3gusy6FOOTWEAR LAUNCH CAMPAIGN
The release of Symbiont, the brand’s inaugural signature sneaker, was framed through a campaign that contextualized the shoe within its native design influences. An amalgamation of Founder and Creative Director Max Kobosil’s formative sneaker favorites, the design converged into a cohesive language that crystallized the future signature aesthetic of 44 LABEL GROUP footwear.
FOOTWEAR DESIGNER: SIMON GRUNDTNER / CGI DESIGNER: TOBIAS RAUCH / My Role: CONCEPT & ART DIRECTOR