Versace Jeans Couture Explores Brand Heritage and Y2K Motifs for SS24 Campaign

A continuation of their ongoing creative partnership, Versace Jeans Couture has collaborated with BRAVÒ to craft their Spring-Summer 2024 campaign 'Metropolitan Nocturnes'.  

Shot in Miami, Florida, and drawing inspiration from the evocative work of Philip-Lorca DiCorcia, 'Metropolitan Nocturnes' presents the intertwined narratives of four distinct individuals. Each character, a study in contrast, navigates the shadowy interplay between the city's neon hued vibrant energy and their own inner landscapes. Through their eyes, we explore a Miami seldom seen, where the night serves as both canvas and conspirator, revealing moments of unguarded truth and raw beauty.

BRAVÒ STUDIO served as the partner for the campaign ideation with creative direction by Ivan Olita, and worked in tandem with its sister company BRAVÒ NETWORK to bring on director Alex Nazari, who’s vision perfectly captures the raw youthfulness of Versace Jeans Couture. His film serves as a poetic ode to individual style and the camaraderie of youth culture, allowing each talent’s journey to feel unique and inspired. 

Across the campaign’s photographs, each talent finds themselves immersed in settings that whisper tales of poetic realism, meticulously photographed by Erica Snyder. The images blend attitude and nostalgic textures in a nod to the heritage of the brand, while serving as the canvas upon which each narrative unfolds.  

"Miami nights unlocked the magic of liminal spaces for us, blending visual and stylistic boundaries to interpret youth's raw expression as a celebration of Versace Jeans Couture's bold heritage" said Ivan Olita.

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The campaign will roll out across strategically placed billboards, OOH displays, and online platforms globally across the month.