Fashion brand VERSACE JEANS COUTURE unveiled its Fall Winter 2022.23 Cyber Fantasies campaign featuring models Heavenly, Isla Bowles, Luke Clod, Maddux Callaway, and Taian Scott lensed by fashion photographer Jules Moskovtchenko. In charge of styling was Allegra V. Beck, with casting direction from DM Casting. Beauty is work of hair stylist Pablo Kuemin, and makeup artist Thierry Do Nascimento. Video direction by Paul Herrmann, with creative direction from Fred Paginton, and art direction by Cara Shurey. The campaign explores cyber-inspired world and pays tribute to the grunge and cyber subcultures born out of the Y2K culture shift.
“Representing this era’s pioneering ability to blend URL and IRL in the early digital age – uniting outsiders from niche online subcultures via new forms of communication – the film depicts an intimate snapshot of a close-knit friend group getting ready for a secret, cyber-goth rave in their separate bedrooms. Injected with playful graphics and youthful language, the film captures the way that the group communicates with one another, invoking feelings of connection, transformation, and togetherness as they express their own digital personas – a fluid extension of IRL character. Later – after putting aside their gaming devices and smartphones to style themselves in Versace Jeans Couture FW22 – the friends unite, celebrating a love of these intersectional subcultures and showing off their own unique identities.” – from Versace Jeans Couture