Versace Jeans Couture SS2022 Advertising Campaign

Versace Jeans Couture SS2022 advertising campaign reinterprets the coming-of-age story in a reflection of the new season collection’s mood of youthful experimentation and possibility. Paris-based director Vincent Catel’s film, “Summer Daze”, explores the contemporary coming-of-age experience, focusing on both the universal and deeply personal.

Captured in a setting reminiscent of American suburbia, the film portrays the beauty of youth in all its forms, diving into the close-knit world of a group of friends during the course of a summer.

A series of images from up-and-coming Finnish photographer Osma Harvilahti, feature the cast as they fool around and reclaim their suburban environment. Full of joy and spontaneity, Harvilahti tells an optimistic story of youth through his playful and colorful style. 

The campaign’s focus on the intensity, purity, and uncontrolled emotion of young adulthood echoes the collection’s eruption of clashing prints and color. Prints - forever a part of the Versace Jeans Couture visual identity are riotous and bright, with max and mini florals, leopards, and the unfurling golden leaves of the classic Baroque print. Looks feel haphazardly put together and fully reflective of the young cast’s embrace of life in its myriad colors.