Check out the latest campaign video from Versace. Created by Nowness, the site for video curation and film-making expertise, the new Versace video is named ‘All Nighters’. Telling the story of a midnight courtship, energetic and passionate choreography takes on some less glamorous scenes. Set in the streets of London against a backdrop of city offices and apartment block rooftops, Versace shows the movement in their bright SS17 collection.
However, this latest more athletic aesthetic, dubbed the athluxury-inspired collection, marks more than a change in season. The greater trend is one of sportswear, that has remained and expanded across the last decade. With the takeover of social media outlets such as Instagram, as well as fashion bloggers, many big-name designers have accepted there position as second place trend-setters. With constant access to images of our peers, street style is at the forefront with London sportswear the biggest influence.
“Sportswear is the future of fashion. Making it unique and luxurious is the challenge I took on this season. This is a collection that is all about freedom.” — Donatella Versace
Directed by Ian Derry with music by Rezz-i, the video showcases the designer’s light outerwear combined with strong tailoring, sculpting shapes and the usual heritage details. The Versace video, while implying an accessible edge to the extravagant designs of the Italian luxury brand, also symbolises the blurring lines between street style and high end. Watch below as dusk turns to dawn around these sportswear clad free spirits.