Campaign

SS25 Ad Campaign

A story of brotherhood

There is something special about the bonds formed when moments are shared, when every second is an opportunity to grow together. It’s not just friendship, but a “brotherhood”, a connection that grows and strengthens, a family where every moment we experience becomes a memory that becomes part of us.

With creative direction by Giampaolo Sgura for photography and Anna Dello Russo for styling, the Paul & Shark Spring/Summer 2025 advertising campaign tells a story of unbreakable bonds and shared experiences. Shot in the vibrant heart of Miami, the campaign sets sail with an intensity that speaks of complicity and spontaneity. A boat ride, shared laughter, a race across the lawn, and, finally, the sea as a backdrop: each image is a piece of a summer that transforms into a lasting memory.

An essential part of Paul & Shark’s DNA, the sea serves as both the backdrop and star of this narrative.

The SS25 collection blends elegance and performance in a perfect narrative, with craftsmanship as the protagonist, alongside the brand's iconic pairing of luxurious materials combined with more technical fabrics. Silk, linen, and cashmere are masterfully combined with high-performance elements like the renowned Typhoon membrane.

In every piece of the SS25 collection, quality merges with functionality in a perfect balance of aesthetics and practicality. A campaign that becomes a celebration of the bonds that define us and accompany us through time with memories destined to last.

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