Stone Island’s SS25 campaign isn’t just a visual showcase—it’s a statement of intent. Under the banner of COMMUNITY AS A FORM OF RESEARCH, the brand continues its deep dive into the intersections of fashion, art, music, and sport, reaffirming its commitment to experimentation and cultural dialogue.
This latest chapter gathers a collective of global icons, each embodying the spirit of Stone Island’s philosophy: a fusion of innovation, resilience, and authenticity. Leading the charge is none other than Spike Lee, a cinematic visionary who has spent his career dismantling boundaries in storytelling. He’s joined by John Glacier, the genre-blurring musician whose sound defies convention, and Giggs, the British rap heavyweight who has shaped the sound of contemporary urban culture. Former footballer turned entrepreneur Hidetoshi Nakata lends his sharp sartorial instincts to the lineup, as does NBA star Jalen Green, an athlete whose dynamism is mirrored in Stone Island’s relentless pursuit of innovation.
But Stone Island’s universe is more than just sports and entertainment—it’s a mosaic of subcultures, each contributing to its ever-evolving identity. Avi Gold, the creative force behind Better Gift Shop, and Gene Gallagher, a musician with rock ‘n’ roll in his DNA, represent the brand’s deep-rooted connections to underground culture. Even Ruth Rogers, the acclaimed chef, finds her place in the lineup, proving that creativity—whether plated or stitched—is a universal language.
Captured with stark simplicity by the legendary David Sims, the campaign’s stripped-back visuals let personality and craftsmanship do the talking. Against a clean white backdrop, the icons emerge in sharp relief, their presence as commanding as the garments themselves—pieces that embody Stone Island’s relentless dedication to material innovation and precision engineering.
Adding an intellectual edge is Hans Ulrich Obrist, a luminary in the art world, whose thought-provoking questions accompany the portraits. His inquiries don’t just challenge the campaign’s subjects—they challenge us. In an era where individualism often trumps connection, what does community truly mean? How does creative collaboration shape the future of culture?
With SS25, Stone Island doesn’t just present a new collection—it reaffirms its status as a brand that transcends fashion. These aren’t just clothes; they’re cultural artifacts, markers of identity, and symbols of a movement that refuses to be boxed in. More than a season, more than a campaign, SS25 is an invitation—to explore, to collaborate, and to belong.
Because in the world of Stone Island, style is never just about what you wear—it’s about the communities you build and the stories you tell.
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Words by AW.
Photos courtesy of Stone Island.