Société Anonyme Créations Nomadic Bewilderment FW24 Campaign
The Nomadic Bewilderment campaign was created in collaboration with the Fashion Styling class at IED Florence to explore the theme of our FW24 collection by Société Anonyme Créations.
The campaign delves into the complex duality of contemporary human experience—highlighting the tension between our instinctive connection to nature and its rhythmic flow, contrasted by the structure, demands, and pressures imposed by modern society.
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THE CAMPAIGN
The combination of natural instinct and contemporary spirit arises from the encounter between two different yet complementary worlds: the concept of Nomadic Bewilderment coined by philosopher Byung-Chul Han and the atmosphere of the Oscar-nominated film Nomadland (2020).
Nomadic Bewilderment describes that sense of instability and uncertainty caused by living in a digital nomadic context, which we are all subject to, whether we like it or not. This state pushes us to move forward constantly, driven by an inertia that never allows us to stand still. On the other hand, Nomadland celebrates a return to a slower pace of life, in harmony with nature, and a sense of solidarity among individuals—a feeling seemingly lost in today’s urban environment.
These two seemingly contrasting concepts merge to inspire a collection that brings together pieces with diverse touches, yet blend harmoniously to create a balanced and complex narrative. The “house-less” condition (which is different from “home-less”) experienced by Nomadland’s protagonist is reflected in the oversized volumes and soft silhouettes of the garments, in earthy tones, and in patterns that evoke the film’s atmosphere. Alongside the warm natural tones, there are stylistic contrasts that draw from punk aesthetics: destroyed knits and shirts, technical fabrics, and androgynous fits that speak to urban essence and metropolitan living.
In collaboration with the Fashion Stylist class at IED Florence, we developed an editorial project aimed at showcasing the concept of the collection, highlighting its various nuances and the inspirations that shaped it. The students were divided into four groups, each focusing on a specific theme related to the collection:
Digital Roots: The first group explored the creation of artistic and conceptual content inspired by the two main pillars of the collection, creating evocative images that synthesize the dialogue between nature and contemporary spirit.
Genderless Versatility: The second group focused on the brand’s inherent gender fluidity. The result is a series of images that highlight the versatility of the garments and their potential to adapt to any identity.
Tailored Elegance: The third group emphasized the collection’s tailoring details and artisanal quality, crafting an editorial that celebrates refinement and attention to detail through images that showcase the meticulous construction of the garments.
Iconic Garments: The final group reinterpreted the iconic pieces of Société Anonyme Créations with a contemporary approach, maintaining a connection between our timeless pieces and current trends. This process led to the creation of content that celebrates stylistic continuity and the collection’s ability to evolve while preserving its identity.
The class: Aurora Anastasio, Chiara Clamori, Chiara Di Giuseppe,Chiara Pini, Christian Leoncini, Costanza Mascani, Emanuela Saviano, Francesca CapuzzoFranco, Ginevra Ciolli, Margherita Secchi, Maria Grazia Amoroso, Marika Molinaroli, MylenaReis, Sofia Aspettati, Sofia Barboni del Corso di Formazione Continua in Fashion Stylist.
Full Credits: AD & Project Supervisor: Pier Fioraso - Photographer: Stefano Casati - Videographer:Lorenzo Dei - Models: Alina Drozdenko - Rebeca Zucchegni - Francesco de Toni - Lapo Manzoni - Marco Calzolari - Hair & Make-Up: Isadora Padula - Simona Pizzola - Production: WeAreCreative Agency