ARITZIA: FALL

A fashion campaign reimagined as eternal light.

Lorem Ipsum — Arash Giani, Aritzia Fall Campaign, 2025. Concept, photography direction, and post-production.

PRELUDE — THE BRIEF

Aritzia wanted a campaign about self-expression. The kind that sells sweaters through smiles and sunlight. But we saw something deeper — the pursuit of youth, not as vanity, but as energy. We set out to capture that — the impossible moment between laughter and forever.

ACT I — THE VISION

We stripped the aesthetic down to its essence: no mood boards, no irony — just raw, glowing vitality. Shot like memory itself, framed in the gold haze of September. Every model wasn’t styled to pose, but to exist. The result didn’t feel like advertising; it felt like reminiscence.

ACT II — THE IMMORTALITY

The campaign launched quietly, but lived loudly. Viewers didn’t scroll past — they stopped. Because they recognized something: a version of themselves they thought they’d forgotten. Aritzia didn’t sell fall. It sold forever.

Credits: Concept, art direction, photography, copy and typography by Arash Giani.

CATALOGUE NO. 006 / SIGNA ARCHIVE / OBSCURA FURNITURE SERIES / 2025