To launch the collaborative apparel and footwear between Italian sports fashion brand ellesse and 70s cult rave brand Smiley, creative directing couple Maisie Williams and Reuben Selby have unveiled an exclusive campaign for the collection.
For its core themes, the collaboration explores the heritage each brand has within sub-cultures of the music and nightlife scenes. The collection demonstrates the colourful flair and track-ready tailoring of ellesse heritage, re-energised with innovative fabrics, colours and silhouettes that nod to the vibrant spirit of Smiley.
From concept to execution, the creative duo celebrate the collections themes whilst including own personal interpretation for the campaign, which Williams says, “celebrates individuality and friendship”. Williams and Selby worked closely with creative agency Cortex and model agency Contact (which Selby founded) to
showcase the footwear and apparel pieces in a series of images and video exploring contrasting characters that unite through music and fashion. The collection, which fuses together the positive ethos, flair and vibrance of each brand is modelled in a range of settings including home, record store and park; all referencing locations to depict the interests and lifestyle of the youth culture of today.
On the casting of the campaign Selby notes “friendships have no boundaries”. We built the story around four characters from completely different backgrounds and despite their differences, it doesn’t stop them from enjoying each other’s company”. The campaign imagery fuses these differences with the use of group shots with each character wearing bold collection product and unifying the group of characters.
Fit for the festival season, the collection comprises of 21 apparel pieces for women and a smaller capsule collection for men. Hero pieces include a transparent poncho, iridescent shell suit and a range of co-ords that run through both the men’s and women’s collection. Two archival ellesse footwear styles have been updated for the collection, along with a range of accessories including bum bags, caps, and bucket hats. Finishing the pieces is a dual logo which uses ellesse’s ‘semi palla’ shape with the traditional Smiley face icon – a symbol that has been recognised and represent throughout music movements of past decades and culture.