NYC SS 2013



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

The S/S 2013 campaign makes a stop in New York

A project, because what we are doing it leads us to discover a globalised, but unknown world, and sometimes without meditation. The stages are those cities of the world that obviously are the most similar to the brand. A rather intense journey, documented through the photos and videos on the internet that speaks of daily life, of those who work, of those who enjoy nightlife, of who plays a broken guitar in the middle of the street… of reality. A logbook that, starting from the streets of London, makes a stop in the coolest capitals to become, from time to time, an emotional video. The reality that our eyes miss and even those of whom, with expertise, speak about fashion. We want to place O.X.S. in the forefront, making it the protagonist not only for the "objects" it creates, but also for the passion that is behind and that accompanies us throughout 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. The new concept of communication of the brand is inspired by these same values; it is the pursuit of pieces of humanity around the world… Humanity according to O.X.S., i.e. all those with an elective affinity that move on its same frequencies, demonstrating to appreciate its products at first sight, choosing to become, in some way, a spokesperson of the brand in a completely spontaneous and natural way representing the brand in its ideal "habitat": real life. An advertising that becomes a "work in progress"… And we are already on the second leg of our trip: New York, the city that never sleeps: faces and smiles, expressions captured in live streaming by Twitter, a privileged channel, to enter, directly, in the world of O.X.S. and follow live the campaigns backstage.