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Stone Island's new SS25 campaign

Among the distinguished protagonists is Spike Lee

Stone Island's new SS25 campaign Among the distinguished protagonists is Spike Lee

Stone Island has presented today the new chapter of its *COMMUNITY AS A FORM OF RESEARCH* campaign. The SS25 collection represents not only a stylistic evolution but also a further affirmation of its philosophy focused on connection and collaboration with various cultural and creative worlds. The core of this campaign is the celebration of community, a concept that Stone Island has always held dear. Each new chapter of this initiative explores and celebrates the diversities that make up the brand’s universe, highlighting the passion for innovation, experimentation, and continuous research, which are the foundation of its identity. In the SS25 collection, the brand entrusts the visual storytelling to a heterogeneous cast that perfectly embodies the spirit of the brand, characterized by contamination and exchange between artistic disciplines, sports, music, and popular culture. The protagonist of this new campaign is a group of global icons who represent the variety of subcultures Stone Island has always given voice to. Among the most notable members are Spike Lee, the director and cultural innovator who has always pushed storytelling beyond conventional boundaries; musician John Glacier, with her music that challenges genre conventions; hip hop artist Giggs, a true symbol of the contemporary urban movement; and Hidetoshi Nakata, the entrepreneur and former Japanese footballer who has become a representative of a world made of sports and business culture.

 

Not only figures from the world of entertainment and sports but also individuals from other sectors who help compose the diverse mosaic of the Stone Island community. Among these are Avi Gold, founder of the design and culture shop Better Gift Shop, basketball player Jalen Green, actor Ethan Ruan, and New York Jets wide receiver Garrett Wilson. Additionally, we find chef Ruth Rogers and musician Gene Gallagher, figures who perfectly embody the brand’s dynamism and versatility. The campaign is also distinguished by its artistic choice, which focuses on visual simplicity and the strong impact of the portrait. The photos, taken by the renowned photographer David Sims, are shot against a white background, allowing the protagonists to emerge sharply, highlighting both their personalities and the garments they wear, symbols of sartorial excellence and material innovation that distinguish the collection. The visual aspect is accompanied by a series of provocative questions designed by artistic director Hans Ulrich Obrist, known for his conceptual approach and his work at London’s Serpentine Gallery. The questions not only stimulate reflection on the creative process and the evolution of trends but also on the significance of community and collaboration in the contemporary era.