Brotherhood
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Brotherhood .
SS Project 2.0 Campaign
Project Type: Campaign Creative Direction
Role: Stylist & Assistant Creative Director
Location: Paris
Collection: SS24
Brotherhood was a spontaneous campaign created as an extension of the SS Project 2.0 collection.
Shot across multiple locations in Paris, the project captures a group of friends moving through the city under the summer sun celebrating youth, nostalgia and togetherness.
The campaign was developed organically during the Spring Summer shoot in Paris.
With minimal pre-production and a small team, locations were discovered in real time and the project evolved naturally across the city.
The story follows a group of friends experiencing the city together, capturing moments of play, movement and nostalgia across two locations in Paris.
Then list segments:
Segment 1 — Skatepark
Segment 2 — Neighbourhood race
Segment 3 — City exploration.
The styling centred around Seventh’s signature jorts silhouette, presented across three colour ways and paired with minimal summer staples.
Looks included:
• Raw Indigo Denim Jorts + White Tanks + Timberland Boots
• Black Jorts + Bare Styling + Timberland Boots
• Biscuit Jorts + Brown Tanks + Adidas Sambas
The styling allowed the cast’s personalities and chemistry to drive the visuals.
As the day intensified, the narrative shifted to a slower moment. The cast rested under the sun on the astroturf pitch, capturing the stillness and warmth of summer afternoons.
The project concluded at the iconic Pigalle Basketball Court in Paris a landmark within global street culture.
Here the campaign shifted into movement again, capturing the cast playing basketball while wearing the Biscuit jorts.
Brotherhood quickly gained international traction and became one of the most widely shared visual moments from the SS Project 2.0 collection.
The campaign was featured by Hypebeast and generated strong engagement across social platforms, ultimately outperforming the primary Spring Summer campaign.
