In the Seventies and Eighties, the dominant subcultures were largely defined by geographical boundaries: waxheads along the coast, headbangers in the suburbs, and punks, goths, and mods gathering in city centers. Today, the influence of the internet – constantly changing and updating – has enabled subcultures to emerge even more rapidly and become more diverse and niche than ever before. Through a narrative that dances along the borders of cinema and photography, Versace Jeans Couture proudly presents the new Spring-Summer 2024 campaign, Metropolitan Nocturnes, an ode to youth subcultures and what Generation Z has redefined as the Y2K era. This season, we immerse ourselves in the nocturnal heart of Miami, a city that pulsates with enigmatic allure when shrouded in darkness. Filmed by Erica Snyder and directed by Alex Nazari, the campaign follows four characters shrouded by the shadows of Miami as they wear the contrasting colors of the new collection. The vitality of graphic and all-over printed designs stands out against the backdrop of Miami, and the strong visual component attests to its dynamism.
Immersed in nostalgia, we often resort to aesthetic references from the past, sometimes out of context, to redefine our current style concepts. The definition of Y2K aesthetics varies for each individual: the early 2000s witnessed a multitude of trends, from stacked jelly bracelets to vibrant patterns, from bandanas to graphic baby tees. Each subculture contributed to its own aesthetics, making the signature style of that era a subjective experience: today it comes alive through the new Spring-Summer 2024 collection by Versace Jeans Couture, reinterpreted with graphic motifs and all-over printed designs, vibrant and lively, asymmetric necklines, and logos visible on sporty briefs. Vintage denim exudes a DIY atmosphere typical of the 2000s along with neon accents and oversized shirts. Through the eyes of four protagonists, we explore a Miami without filters, where the night serves both as a canvas and an accomplice, revealing moments of raw beauty. In the campaign, each individual finds themselves immersed in settings that whisper tales of poetic realism, photographed through the lens of Erica Snyder and directed by Alex Nazari. The images, a masterful blend of posing skills and nostalgic textures tied to the brand’s heritage, serve as the canvas upon which the story unfolds. Graphic motifs and all-over printed designs are everywhere, vibrant and alive, against the backdrop of the enigmatic darkness of Magic City.
Every frame is a testament to the dynamic spirit of the collection, where inspired neon lights shine with an intensity that rivals the city’s nightlife itself, and denim is reinvented in cuts that are both unforgettable and unequivocally avant-garde. BRAVÒ Studio played the role of partner in conceiving the campaign with the creative direction of Ivan Olita and collaborated with its sister company BRAVÒ Network to bring director Alex Nazari, whose vision perfectly captures the raw youthfulness of Versace Jeans Couture. His film is a poetic ode to the individual styles of youth culture, allowing each person to feel unique and inspired.
The collection applies the characteristic codes of Versace Jeans Couture to silhouettes inspired by the 2000s, creating a collection that is both a nod to the past and a bold projection towards the future.
Discover the collection on Versace.com.
