Stone Island x NOWNESS: La Famiglia
SERVICES
Creative Direction
CONCEPT
Stone Island's community is the best proof the brand has.
Collectors who study every seam. Who know the fabric, the dye and the year. Who will happily talk about a jacket for an hour.
La Famiglia puts them at the centre. Four archivists, four films, one idea: wherever you wear Stone Island, you are welcome.
EXECUTION
Made for the AW26 takeover of The Corner Shop at Selfridges.
Four short films for social. One collector each. One angle each.
'Bout in Tokyo on how one small shop becomes a global meeting point. SIMJAE in Seoul on material memory. Louis Holsgrove and Thèo on friendship. Archie Maher on the bigger picture.
Every film opens the same way, on the corner of Selfridges.Interviews were clean and considered. City texture was shot on Hi8. A probe lens got close to seams, poppers and badges, because the material is the story.
Product was never pushed. Collectors picked up the pieces and talked. The garments did the rest.
It wasn't over-explained. It didn't need to be.
CLIENT
Stone Island x NOWNESS
