High Summer 2024: Behind the campaign
High Summer 2024: Behind the campaign
Our High Summer 2024 campaign was shot in the historical and almost forgotten metropolis of Athens. The city itself is a master of reinvention, emerging from a decade-long recession to become one of the most dynamic and eclectic cities in Europe. It’s a city where past, present, and future go hand in hand, where one feels the ancient whispers of the past and the blazing modernized future.
Athens is a mélange of international artists, chaotic traffic, and creative freedom, where modern architecture meets Byzantine and Neoclassical mansions, mixed with a glow of its ancient heritage. The perfect backdrop for our HS24 collection.
The historical landmarks of the Parthenon and Acropolis stand as testimonies of the history once lived in Athens. Acropolis offers an impressive viewpoint of the city that stretches out before you, and the view complements the eclectic and ethnic prints of the HS24 collection. The collection is a renaissance of colour and style – a burst of summertime hues made to welcome the season in all its sun-kissed moments.
We also shot our campaign at the charming boutique hotel Mona, located in an old industrial factory from the 1950s. Located in the vibrant neighborhood of Psirri, it builds a bridge between the city’s past, present, and future. It’s full of charming contradictions, inside and out, keeping the details from the original building, harmoniously mixing old and new, just like the buzzing city outside its windows. The interior is full of storytelling, memories, art, and design, staging an authentic scenography for the collection.
