Spring-Summer Editorial

Inspired by the philosophy behind Kandinsky’s Der Blaue Reiter, the SS25 collection evokes visions, emotions, and memories of freedom—vibrant dreams and life in its purest form.
The collection debuted in a runway show at the Tepidarium Giacomo Roster in Florence during Pitti Uomo. Immersed in the energy of the event, we felt compelled to reconnect with the collection’s creative impulse, exploring the dynamic dialogue between body, mind, and space. This led us to develop a concept that reinterprets this dialogue through multiple lenses—historical, whimsical, artistic, literal, surreal, and academic.

Dessiner embodies both the art of wearing and the nuances of life, allowing us to craft impactful brand imagery that celebrates the collection while conveying the designer’s powerful vision in line with the brand strategy.
At its core, Dessiner draws inspiration from the classic life-drawing class—a nude model standing on a pedestal, serving as the focal point for artists capturing its essence. We intertwined this timeless scene with the Greek myth of Pygmalion, the sculptor who fell in love with his own creation. As legend tells, Aphrodite, moved by his devotion, brought the statue to life.

In Dessiner, the inanimate statue in the artist’s studio awakens, transformed by Pierre-Louis Mascia’s expressive prints and garments. The presence of the production team surrounding the model adds a visual juxtaposition, heightening the magical atmosphere of creation.

For the video production, we embraced a different tone—one designed for social media, infused with whimsy and movement. Against a stark white backdrop, the model—like a statue discovering the world for the first time—interacts playfully with the garments and props, bringing the collection’s spirit to life.