Versace Jeans Couture

Spring 2021 Ad Campaign

Review of Versace Jeans Couture Spring 2021 Ad Campaign by Creative Director Ken Tokunaga of agency Matte Projects & Photographer Lee Wei Swee

Versace looks forward to the return of the summer daze with a joyful and stylish new campaign. The Spring 2021 campaign features creative direction from Ken Tokunaga and photography by Lee Wei Swee.

The campaign is an alluring and cinematic celebration of friendship.

The film follows a group of four friends who meet up for a night out in the city. Through vintage film grain, we watch them encourage each other’s exploration as dusk fades to night. They explore thoughtfully scouted locations like an old-school cinema, an indoor pool, a rooftop with a view.

Swee’s slick still photography matches the film’s aesthetic well with bold, saturated colors and evocative lighting. A candid yet artful treatment of his subjects captures the collection’s energy of street-smart sophistication.

Though the campaign doesn’t directly address the presence of the pandemic, we can feel its influence in the imagery’s celebratory tone of togetherness-in-isolation. Our four protagonists are the only characters we see in this big city, and it makes their friendship feel all the more strong. The youthful thrill of sneaking into closed buildings feels akin to the hesitant hope of being able to enjoy this summer.

The campaign beautifully captures the more youthful and dynamic spirit that Versace Jeans Couture embodies. Smartly timed with this season’s atmosphere of anticipation, it has us so ready and raring to step out into a summer night.

Versace Creative Director | Donatella Versace
Agency | Matte Projects
Creative Director | Ken Tokunaga
Photographer | Lee Wei Swee
Models | Matthias El Koulali, Dame Lo, Steinberg, and Mao Xiaoxing
Stylist | Allegra Versace
Hair | Andrew Ciao
Makeup | Luca Cianciolo
Casting Director | Piergiorgio Del Moro

Senior Fashion Writer | The Impression