Shot on the shop floor against a dry wall, the work isolates DSM’s coarse concrete ground, using its raw, brutalist materiality to anchor Gucci’s theatricality. A utilitarian 3x3 structure draws on e-commerce conventions to frame the collection within a controlled, repetitive system.

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Featuring Dan, a long-time staff member, the casting grounds the imagery in the everyday. A deadpan approach flattens color, pattern, and embroidery into gestures of restraint.

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Released through DSM’s newsletters and direct client communication ahead of launch, the campaign used repetition to prompt recognition and drive navigation to the e-shop.