The Apartment – a multi-brand boutique in Cosenza – presents a new visual flow in the unprecedented photo shoot created for Spring-Summer 22.
The campaign that confirms the change of direction of the brand is the first process to renew the image in a darker, street and youthful key. Freshness, contemporary taste and style for an identity made of bold contrasts.
Contrasts are precisely the reason for the particular choice of location. As a background, Diamante (CS), a rough and artistic town but at the same time intense, wild and natural, represents the most honest and recognizable soul of the Cosenza area and the new identity of The Apartment.
Since 1981, Diamante has hosted an important street art festival, one of a kind, which, through the creativity of numerous artists, enhances and promotes the area.
Having become well-known and cool in the street art scene, the town is home to a vast creative production – with the likes of Jorit, Kraser and SteReal. The natural and artistic setting, together with the tenacious Calabrian sea are the background to the shooting and its contrasts. Diamante becomes the perfect co-star – discreet, young and wild, rough.
The protagonist of the service remains the taste of The Apartment and its proposals.
The looks mix Versace, Jacquemus, Maison Margiela, Dolce & Gabbana and GCDS that are shot next to the rocks, sea breeze and the scent of salt. Or in front of the graffiti and the more street details of the artistic production of the city – underlining the visual sensitivity of The Apartment and its new identity.