VERSACE JEANS COUTURE Unveils Its SS22 Denim Campaign
by Adriano Batista
For its Spring/Summer 2022 Denim campaign, Versace Jeans Couture draws inspiration from the playful patchworks and youthful, DIY spirit of the denim collection in a fun and colorful film and series of images.
This season, denim, the core of the brand, has a relaxed and grungy attitude, with vintage-inspired stone washes and remastered patchwork styles. Inspired by the collection, the campaign unfolds as a mosaic of colorful portraits in front of backdrops echoing its candy-hued color card. The emerging photographer duo from Denmark, Maria and Louise Thornfeldt, captured the stills with their signature soft treatment.
The film unfolds as a colorful and playful mixed media piece, directed by Roberto Colombo, a filmmaker based in London. Through the use of animation and a dreamy soundscape, it conveys the feeling of being within an intimate bubble, able to dream freely in denim.
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