CYBER FANTASIES
FALL-WINTER 2022 GLOBAL CAMPAIGN:
In celebration of its FW22 collection, Versace
Jeans Couture is stepping away from reality
and logging onto a cyber-inspired world in the
brand's latest global campaign, brought to life by
Dazed Studio.
Shot by Paul Herrmann and photographed by
Jules Moskovtchenko, the short film and photo
series - titled Cyber Fantasies - pay homage to
the grunge and cyber subcultures born out of
the Y2K culture shift. Representing this era's
pioneering ability to blend URL and IRL in
the early digital age - uniting outsiders from
niche online subcultures via new forms of
communication - the film depicts an intimate
snapshot of a close-knit friend group getting
ready for a secret, cyber-goth rave in their
separate bedrooms.
Injected with playful graphics and youthful
language, the film captures the way that the
group communicates with one another, invoking
feelings of connection, transformation, and
togetherness as they express their own digital
personas - a fluid extension of IRL character.
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