VERSACE SOHO STORE LAUNCH

To announce the opening of their newest and only New York City boutique, Versace looked to the city itself and it’s representative in street photography for inspiration; recontextualizing that cool New-York spirit through the lens of photographer: Ethan James Green.

Featuring Adesuwa Aighewi, Noah Brown and Jan Carlos Diaz, the campaign was situated in the streets and alleyways of SOHO, utilizing the neighborhood’s characters and archetypes as the campaign’s backdrop. All of which were captured in black-and-white
for a touch of nostalgia.

MATTE was responsible for the full creative direction and production of the shoot.