ARITZIA — FALL
A fashion campaign reimagined as eternal light.
PRELUDE: THE BRIEF
Aritzia wanted a campaign about self-expression. The kind that sells sweaters through smiles and sunlight. But we saw something deeper — the pursuit of youth, not as vanity, but as energy. We set out to capture that — the impossible moment between laughter and forever.
ACT I: THE VISION
We stripped the aesthetic down to its essence: no mood boards, no irony — just raw, glowing vitality. Shot like memory itself, framed in the gold haze of September. Every model wasn’t styled to pose, but to exist. The result didn’t feel like advertising; it felt like reminiscence.
ACT III: THE IMMORTALITY
The campaign launched quietly, but lived loudly. Viewers didn’t scroll past — they stopped. Because they recognized something: a version of themselves they thought they’d forgotten. Aritzia didn’t sell fall. It sold forever.
Credits: Concept, creative direction, and photography post by Arash Giani.
Catalogue No. 013 / SIGNA ARCHIVE / ARITZIA FALL SERIES / 2025