Three days, two locations, 25 people, countless moments that turned into one story about identity, movement, and fashion as a personal journey.
The FINAL CALL: IDENTITY campaign for the Fall/Winter 25 season was born out of a desire to explore how fashion evolves with us, becoming part of our personal transition from one chapter to another.
For the campaign, we organized a casting for new faces. We wanted to find diverse characters who, through their attitude, energy, and authenticity, convey the idea of identity. Each model became a “traveler” with their own story. And yes, it truly felt that way.
The first day of shooting was also the most demanding, with the set being prepared for weeks to capture the authentic atmosphere of transit: check-in lines, scanners, passport control, moments of waiting, and departures.
The following two days at the airport, we focused on the power of the runway and the monumentality of airplanes. The sound of engines, light reflections on metal, the rhythm of transfers and landings- all created a scene that illustrates life. Life in motion.
In this dynamic, we recognized the symbol of what we want to convey through the campaign- the new Fall/Winter 25 collection and a fashion identity in constant change.
This campaign was also the most demanding in terms of production, as well as the fashion & beauty sector, as evidenced by the photos and video materials visible at every turn.
The Terazije Tunnel in Belgrade will remain forever in our memory.
Until next time… we eagerly await what the new season will bring!
