Campaign

FW24 Ad Campaign

The Waves Legacy

Coloured sails against the leaden winter sky, kitesurfers gliding over the water and the bond between three friends. Everything leads back to the sea - the sea from which Paul & Shark emerged and which, even today, serves as a source of inspiration and nourishment. The sea as a raw, natural element, but also a state of mind - a vehicle for deep thoughts and emotions.

The story of different generations now continues with a new perspective - a journey among friends. Team spirit, performance and spontaneity form the backdrop of these new images, shot by Giampaolo Sgura with styling by Anna Dello Russo, for the Paul & Shark Fall/Winter 2024 advertising campaign.

Waves crashing in the background and the cold that is eased only by wrapping up in warm clothing, those of Paul & Shark's Autumn/Winter 2024 collection. Knitwear takes centre stage, with wool blended with cashmere, often enriched by the iconic Typhoon treatment that makes these garments both wind and water resistant. Key elements like cable knits, high collars, white and blue stripes, and the signature shark logo remain ever-present. The blue peacoat acts as a link between past and future, continuing to be a key piece in the collection while evolving in fit and shape. The colour palette also celebrates the beauty of the sea, embracing shades of blue, light blue, cerulean and beige.