London FW 2012/13



EVERY DAY LIFE, a project, a reality, a passion…

FW 12-13 Campaign

A project, because what we are doing will make us discover a world that is both globalised and unknown and, at times, without reflection. The journey’s stages will be those cities of the world that are, obviously, the most akin to the brand. A rather intense journey that we will document through photos and videos on the internet telling about the daily life of working people, of those who enjoy nightlife, of who plays a broken guitar in the middle of the road… A reality that our eyes miss and that even those who speak about fashion with confidence sometimes miss too. We want to place O.X.S. in the frontline making it the protagonist not only of the "objects" that it creates but also for the passion that is behind and that accompanies our work giving space to our idea of quality based on a research that uses everything we know how to do on an aesthetic, creative, production and distribution level. These same values have inspired the brand’s new communication concept, that is the pursuit of pieces of humanity around the world… humanity according to O.X.S., i.e. all those who have elective affinities with the brand and move along its same frequencies, demonstrating they appreciate the products at first sight, choosing to become, in some way, testimonials of the brand in a completely spontaneous and natural way representing the brand in its ideal "habitat": real life. Advertising that becomes a "work in progress", a logbook that, starting from the streets of London, will stop in the coolest capitals creating an emotional video every time.