Advertising campaign SS19

For the Spring/ Summer 2019 collection, Heads has conceived and developed a campaign for repositioning GUM - bags brand of Gianni Chiarini’s portfolio - in the lifestyle fashion brand branch.

The shots taken in studio on a neutral background, highlight products and looks that stand out from the glossy aesthetics to enter in the contemporary dimension with a cheeky arrogance. A punk awakening, an irreverent self-determination, a new taste able to spread a strong brand communication: if popular is tradition, then GUM chooses subversion.