The Fall Winter 2024 campaign of Versace Jeans Couture, titled “Trance Therapy”, directed by Jeroen Dankers and shot by Alberto Pelayo, takes the viewer on a visual and emotional journey, exploring love through three symbolic acts. Dankers, known for his stylized, cinematic approach, collaborates with a creative team—art director Salvatore Delle Femmine, stylist Allegra Versace Beck, and Victor Crezée for the soundtrack—to seamlessly blend fashion and art.
Drawing on supernatural and emotional themes, it evokes the sensation of falling in love. Using the metaphor of an intimate dance, two individuals briefly connect in moments that capture the essence of romance, only to part ways and find themselves on distinct paths. Whether journeying alone or accompanied by others through magical landscapes, their eventual reunion propels them into a trance-like state, representing the overwhelming surge of a romantic connection. A standout feature is the mesmerizing liquid simulation of mercury, which artistically mirrors the fluidity and excitement of love.
The collection reflects this concept with liquid-like, flowing silhouettes, adorned with printed motifs such as “Baroque Chrome” and other mythical elements. The distressed designs, mimicking the texture of muddy woodlands, reinforce the campaign’s darker, fairytale-like narrative. Floral prints intermingle with mold-like patterns, adding depth and complexity to the visuals.
Romantic imagery is expertly fused with streetwear aesthetics, juxtaposing sporty and tailored pieces to create dynamic contrasts. The classic interiors, where the shoot takes place, highlight the balance between modern and traditional, underscoring the collection’s overall theme. The photographs evoke tension and movement, with the models either floating or pulling each other into a new dimension, symbolizing transformation and transition.
The ‘Trance Therapy’ campaign goes beyond just fashion; it explores the transformative nature of love. As the models float through surreal landscapes, we’re reminded of the fluidity of emotions, the allure of the unknown, and the beauty in fleeting connections. Versace Jeans Couture’s Fall Winter 2024 collection encapsulates the enchantment and intensity of love, inviting us all to embrace its highs, lows, and the mystical journey it entails.
The Versace Jeans Couture Fall Winter 2024 collection is now available on Versace’s website.
