For each season, I lead the creative execution from concept development to final imagery. I established the seasonal theme, designed graphic key visual prints, and crafted the visual storytelling to be told across all of our channels. Collaborating with photographers and stylists whose sensibilities resonate with the season and brand, I guided the process end-to-end. From briefing through image selection and retouching, ensuring a unified and cohesive visual presentation of the seasonal collection across all touchpoints. Below is a selection of my favorite assets from the season
CAMPAIGN
FW23 reimagined 44 LABEL GROUP’s visual language through a lens of postmodern disenchantment. Industrial textures and uniform-driven silhouettes defined the FW23 collection. Captured during Paris Fashion Week by Vitali Gelwich starring protagonists Vittoria Ceretti, Mona Tougaard, UFO361, and Sven Marquardt.
PHOTOGRAPHER: VITALI GELWICH / STYLIST: MARC GOEHRING / HAIR: FRANCO GOBBI / MAKE-UP: PATRICK GLATTHAAR / CASTING: KOBOSIL / MY ROLE: IMAGE DIRECTOR / TALENTS: VITTORIA CERETTI, MONA TOUGAAARD, UFO 361, SVEN MARQUARDTLOOKBOOK
Positioned within a vacant, post-human terrain, the FW23 Lookbook unfolds as an exploration of time’s elasticity. Imagined figures move through a metaphorical night out, where it begins in a state of pristine clarity; ordered, luminous, untouched, only to slowly corrode as the hours pass, transforming into a site of beautiful disarray and eventual decay.
PHOTOGRAPHER: VITALI GELWICH / STYLIST: MARC GOEHRING / HAIR: FRANCO GOBBI / MAKE-UP: PATRICK GLATTHAAR / PR: REFERENCE STUDIOS / VIDEO: TIA SILVESTRINI & ALEXANDER COPPOLA / My Role: IMAGE DIRECTOR
TALENTS: VITTORIA CERETTI, MONA TOUGAAARD, UFO 361, SVEN MARQUARDT, AIDEN, LUTHANDO, HARDY, MARCO, BADJI, TRISTAN, TOSHARAVE NEW WORLD
PARIS FASHION WEEK EVENT
For Fashion Week, we built more than a venue – we created a temporary cultural epicenter. In just 24 hours, an abandoned office building in Montparnasse was reimagined as a fully operational nightclub spanning 5,000 square meters across three floors. The space included multiple rooms, two bars, a dance floor and backstage areas, with concealed private rooms, complete with full infrastructure. Performances by Amelie Lens, Kobosil, and Somewhen anchored the night, drawing a guest list that included Ras Bartram, Fai Khadra, Mahmood, Marc Forne, Vittoria Ceretti, Mona Tougaard, UFO361, Sven Marquardt, Anyma, Marc Goehring, Mumi Haiati, Sophia Malamute, The Elevator Boys, and other influential figures across fashion, music, and culture. The project positioned the brand at the intersection of fashion and nightlife in the center of Paris Fashion Week.
PRODUCTION & REALIZATION: urban production / PHOTOGRAPHER: SOPHIA MALAMUTE / 1st VIDEO: TIA SILVESTRINI & ALEXANDER COPPOLA 2nd VIDEO: BRUNO CLEMENT / PR AGENCY: REFERENCE STUDIOSRETAIL POPUP AT KADEWE BERLIN
Reflecting the world-building from the seasonal theme, the popup recreated the scene on the flagship area of the men’s floor at Berlin’s most renowned department store for a month long installation. The opening blended hardcore fans with local legends to celebrate the brand’s rise from a Neukölln record label to a fully fledged fashion brand in the capital city’s most prominent retailer.
set up and design: urban production / photographer: marco di stefano / my role: concept & ART DIRECTION