Freedom, experimentation, possibilities. Things that seemed almost forgotten after various global crises and years of being limited. Of constrained possibilities. With the Versace Jeans Couture Spring-Summer 2022 campaign – and collection, of course – all these forgotten things are now being celebrated.
As summer approaches and the first sunny days announce themselves, a certain feeling of euphoria sets in. A general feeling, of anticipation, of hunger for long days and longer nights. As if that weren’t enough, this spring everything is even more intense. As if you had put pressure on a bottle and are now trying to open it. As if you were 18 again and would experience many things for the first time.
Video Director Vincent Catel
Versace Jeans Couture is now capturing this lightheartedness with a new collection accompanied by a unique campaign. In the atmospheric film “Summer Daze“, directed by Paris-based Vincent Catel, the attitude towards life is taken to the extreme: A group of friends always on the go, in a rush, but never stressed about it. That is trying out, full of youthful spontaneity and joie de vivre. The photos by Finnish photographer Osma Harvilahti are perfectly matched, capturing this special period of life, marked by endless melancholy and intensity.
The collection also exudes the same ambivalence of this youthful naivety. The iconic Versace Jeans Couture prints are mixed with a light romanticism, which manifests itself in the women’s collection in fabrics such as plissé and ruffles. Prints also vary for men between classic baroque golden leaves, floral leaves and animalistic patterns printed on sporty cuts. Pastel shades reflect the lightness of being. After all, what better way to convey an emotional state than color, shape and cut?
Words by Antonia Schmidt