Stone Island x NOWNESS: La Famiglia Series
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 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 perspective each.
‘Bout and Archie Maher on the bigger Stone Island picture, from a small neighbourhood in Japan to the streets of central London. Glenn Kitson and Avi on the journey that brought the brand’s global community into focus. Louis Holsgrove and Metallic Curtain on the friendship Stone Island built between them. SIMJAE and Avi on material memory, and what an object can carry across a collection.
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.
The mix of formats did its own storytelling. Hi8 for the streets, clean digital for the room, archive and personal imagery from the collectors themselves. Decades of footage sitting together, the same way decades of collectors do.
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
