Versace unveils the new Greca campaign Luna Carmoon and Fashion as Visual Storytelling

Versace unveils the new Greca campaign, an immersive and poetic visual journey directed by British filmmaker Luna Carmoon and captured by the acclaimed photographic duo Blommers & Schumm. Set in the fictional «Room Six» of a highway motel, the campaign creates a unique mise-en-scène balancing imagination and reality, seduction and vulnerability. Featuring real and unconventional personalities, each individual presents an intimate portrait exploring the duality of body and mind, discipline, and freedom. The space is charged with emotional tension, where light, gaze, and movement serve as powerful storytelling elements. The Greca eyewear collection embodies this duality with a refined, geometric, and genderless design inspired by Versace's signature Greek-key motif and its strong Mediterranean heritage.

The Strength of the Greca Protagonists

The Versace Greca campaign showcases a diverse and authentic cast representing modern culture and creativity. The lineup includes British actor Joseph Quinn, known for both independent films and major international blockbusters; BAFTA-winning actress Aimee Lou Wood; London-based DJ and producer Josh Caffé; South American composer and performer Ouri, who blends classical and electronic music; Texan bodybuilder and influencer Wesley Glouchkov; and New York chef Giovanni Luciano, famous for his candid culinary style. Directed by Luna Carmoon, renowned for her bold and visceral filmmaking, the campaign blurs the lines between fashion and introspection. Versace reaffirms its position as a leading luxury brand with a strong cultural voice, inspiring audiences to embrace the beauty found in contradictions through the iconic Greca collection.