The latest FUCT campaign set in Naples is much more than what it may look like

Since Erik Brunetti founded FUCT in 1990, its lookbook and brand's projects have always been marked by a critical eye and a great research for spaces where to set them, famous is their campaign set in Juarez Mexico, an area mostly known for its drug cartels, with the aim of bringing to light the natural and hidden beauty of those places where tacitly silent social norms and misinformation would not usually lead us.

The idea for the new FUCT campaign was born during a dinner between Erik Brunetti and photographer Alessandro Simonetti regarding the current situation of the Scampia area in Naples: so begins to see the light of the latest FUCT campaign Vedi Napoli e Poi Muori (translator's note: See Naples and Then Die is an Italian figure of speech that refers to Naples extreme beauty).

Behind Vedi Napoli e Poi Muori there is more than just a campaign, there is a project that revolves around Neapolitan reality and that jagged, unique identity that is Scampia. From Villaggio Coppola to Le Vele di Secondigliano and Castel Volturno, Alessandro Simonetti immortalizes the humanity of the inhabitants of these neighborhoods, their pride, their dignity and their strength.

Discover the true face of Naples and its Scampia in Vedi Napoli e Poi Muori.

 images courtesy of FUCT