Shot against a dry wall on the shop floor, this 2020 campaign builds on DSM’s distinct Brutalist essence to speak with its London community.

 

Featuring Dan, a long-time staff member, the casting grounds the imagery in intimacy as it hints at Gucci’s theatricality.

 

Adopting a deadpan aesthetic, I translated color, pattern, and embroidery into gestures of restraint, an homage to Rei Kawakubo’s Art of the In-Between.

 

Evocative.Perfomartive.