Stone Island, the powerhouse brand, have unveiled their SS24 campaign, alongside a new manifesto: “The Compass Inside”. The campaign features 16 members of the Stone Island community, including actor Jason Statham, producer and musician Dave, tennis player Henry Searle, and rapper Tricky. Each star is asked ten questions set by curator and cultural critic Hans Ulrich Obrist of the Serpentine Gallery, and all are shot by acclaimed photographer David Sims.
The new collection features pieces from the STONE ISLAND CLOSED LOOP PROJECT, a circularity scheme which reuses cotton material scraps from Stone Island’s own production chain. Elsewhere, lightweight fabrics are displayed in metallics, or pigment dyed with alluring natural tones.
The Manifesto itself speaks to the Stone Island community, and is a declaration of values and beliefs that are innate to the brand.
Of the campaign, Robert Triefus, CEO of Stone Island said: “Our vision for Stone Island is expressed in ‘The Compass Inside’, establishing our core values in a tangible way. Relentless innovation, self-reliance, solidarity and material obsession are the cardinal directions of our compass. We design for the real world, and so our new creative narrative features notable figures from the global Stone Island family”.
Stone Island officially launched the campaign in Milan on January 12, 2024, the first day of men’s fashion week, where they showed pieces from the brand’s Autumn Winter ’024 ‘025 collection.
