Versace Jeans Couture
A Love Letter to Genoa
Shot in one of the birthplaces of jeans, Versace Jeans Couture’s FW20 campaign was inspired by the roots of denim.
Beyond being the namesake of jeans, Genoa is a breathtaking and eclectic mix of 17th century Baroque palaces, dense hills, and dark secret alleys, all juxtaposed against Renzo Piano’s futuristic architecture.
From the Piazza Caricamento to the Palazzo Reale, a group of young creatives are photographed in various locations that speak to Versace Jeans Couture’s duality: elevated with a contemporary, street edge.
Taking cues from modern day youth culture, the campaign explores the fleeting years where love, friendship, fun and exploration are all that matters.
Spianata di CastelletoGenoa, Italy
For the campaign film, the talent was captured around the Spianata di Castelleto, a stunning overlook of the entire city. Filmed in slow motion, the result is a highly cinematic, long, single take that feels raw, candid, and romantic with that Versace Jeans Couture street edge.
Palazzo RealeGENOA, ITALY
Piazza CaricamentoGENOA, ITALY
FW20 DENIM CAMPAIGN
For its fall denim campaign, Versace Jeans Couture pays homage to the iconic jeans garment.
A core element used for the staple pieces of each season, denim is a foundational element of the brand.
“THE MINUTE I UNDERSTOOD THAT I COULD PLAY WITH JEANS, I TREATED IT LIKE A CANVAS AND DECIDED TO GIVE IT AN ARISTOCRACY IT HAD NEVER HAD BEFORE.”
– Gianni Versace
We wanted to celebrate the raw, youthful spirit of denim through the tactility of the painted textures and the distortion of the indigo blue lens in a way that feels fresh.
Overlaid atop of painted blue “canvases” or textured backgrounds, the black and white silhouettes echo the fabric’s raw features.
Senior Creative Director: Ken Tokunaga
Creative Lead: Margot Roussel
Production: River Myers, Squalo Produzioni, Riccardo Barone, Valentina Fiorindo, Alessandro Sale
Account Leads: Francesca D’Ambrogio, Lennon Chuang
Managing Partner: Max Pollack
Styling: Allegra Versace, Francesco Casarotto, Gabriele Litta, Giacomo Pietro Viganó
Hair: Andrew Ciao
Makeup: Luca Cianciolo
Casting: Piergiorgio Del Moro
Edit: Chiao Chen
Color: Liv Peters
Post Production Manager: Kathy Collins