Stone Island opens its next chapter by unveiling a manifesto, ‘The Compass Inside’, along with a new advertising campaign led by members of its community wearing emblematic items from its Spring Summer ’024 collection.
‘The Compass Inside’ is a declaration of values and beliefs that are innate to Stone Island, which was founded in 1982 with a mission to put material research and innovation at the center of its product development and collections. ‘The Compass Inside’ speaks to every member of the ever-growing Stone Island global community with a shared purpose that gives Stone Island its unique strength.
Coinciding with the publication of the manifesto is the launch of Stone Island’s new campaign , conceived as a form of research, for the first time featuring 16 members of the global Stone Island community, including actor Jason Statham, producer and musician Dave, choreographer Wayne McGregor, tennis player Henry Searle, rapper Tricky and architect Heidulf Gerngross. Each is photographed by David Sims against Stone Island’s iconic white background, with creative direction by Ferdinando Verderi and styling by Max Pearmain. The campaign narrative is further enriched by ten questions specially set for each participant by curator and cultural critic Hans Ulrich Obrist, artistic director of London’s Serpentine Gallery, with the answers appearing alongside the portraits.
Robert Triefus, CEO of Stone Island commented: “Our vision for Stone Island is expressed in ‘The Compass Inside’, establishing our core values in a tangible way. Relentless innovation, self-reliance, solidarity and material obsession are the cardinal directions of our compass. We design for the real world, and so our new creative narrative features notable figures from the global Stone Island family.”
The Stone Island community will gather together in Milan on January 12, 2024, the first day of men’s fashion week, to celebrate the new manifesto and campaign and to witness a monumental presentation featuring pieces from Stone Island’s Autumn Winter ’024 ‘025 collection.