"For Fall/Winter 2025, Daily Paper has reignited its flame of cultural storytelling, unveiling a campaign that transcends fashion and delves into shared human connection. Following the phased rollout of its latest collection in September, the Amsterdam-based label waited until now to reveal the accompanying imagery - a choice that underscores its thoughtful, narrative-driven approach. Rather than merely highlighting clothing, the campaign serves as a meditation on community, creativity, and the ancient ritual of gathering around the fire."
"Daily Paper's Fall/Winter 2025 campaign is inspired by what it calls the "ancient tradition of gathering around a bonfire," an act that has long symbolized unity, reflection, and storytelling. The fire - both literal and symbolic - becomes the heart of the campaign's visual and conceptual narrative. Whether viewed as a place of warmth, a source of light in the darkness, or a setting for exchange, the bonfire embodies the human instinct to connect."
"Helmed by creative directors TJ Saw and Elliot Hensford, the campaign's aesthetic is cinematic yet intimate. The imagery unfolds in a secluded woodland, anchored by a rustic cabin and a central bonfire. Some photographs glow with the amber light of dawn - a visual metaphor for new beginnings - while others embrace the mystery of night, where only the flames illuminate the models and their surroundings."
The Fall/Winter 2025 campaign centers the bonfire as a symbol of unity, reflection, and storytelling, using fire as both literal source of warmth and metaphorical light. Daily Paper staged a phased collection rollout in September and withheld imagery until later to emphasize narrative pacing and intentionality. The brand positions garments as textured, layered artifacts that participate in cultural dialogue and collective identity. Creative directors TJ Saw and Elliot Hensford shaped a cinematic, intimate aesthetic set in a secluded woodland with a rustic cabin and central bonfire. Photographs alternate between amber dawns, suggesting new beginnings, and nights illuminated solely by flame, suggesting mystery and exchange.
Read at stupidDOPE | Est. 2008
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