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. 

Credits
Senior Creative Director: Ken Tokunaga
Creative Lead: Margot Roussel
Production: 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