A reminder to reset this January.
Following the energetic celebrations of Axel Arigato’s 2024 Festive Campaign, featuring talents like Jordan Stephens, Tora-I, and Snake Denton dining within a giant shoebox, the brand ushers in a period of tranquility for January. This chapter focuses on rest, rejuvenation, and reflection, celebrating the quieter moments of the new year.
Creative Director, Jens Werner continued his nostalgic exploration in this campaign. Inspired by the playful worlds children create within shoeboxes, he introduced life-size snail shells. These evocative sculptures reimagine the January concept and pay homage to the shells Werner collected as a child, once carefully stored in a shoebox on his wardrobe shelf.
“I wanted to bring a sense of fun and surprise to this campaign as we enter 2025. January is a time for peace, a moment to prepare for the months ahead. The image of snails kept coming to mind —a creature that embodies slowness and introspection. The idea evolved from my childhood memories of creating little worlds in shoeboxes, where I stored shells and small treasures. Working with Jon Buck, we transformed this whimsical idea into a tangible space for our guests to find solace after the rush of the festive season.” Jens Werner, Creative Director of Axel Arigato.
As the festive energy subsides, the campaign transitions to a meditative retreat. Guests are seen nestled within oversized snail shells, handcrafted from clay and jesmonite in collaboration with long-time artistic partner, Jon Buck. This ongoing collaboration continues their artistic dialogue, following Buck’s previous creations for Axel Arigato stores and campaigns. Named “Slow Runner,” the sculptures serve as whimsical cocoons, symbolising the slower pace of the new year and hinting at future brand designs. To complete the vision, Axel Arigato designed bespoke sleeping bags with playful antennae, creating snug and conceptual looks that complement this surreal setting.
PHOTO CREDIT: COURTESY OF AXEL ARIGATO
