There is a generation that grew up between the foam of the Bay of Biscay and MTV video clips. Between rebellion without a cause and endless summers that began with the last bell of high school. 93 SIERRA/CROSSES pays tribute to them with its new SS25 collection, an ode to that youth trapped between saltpetre, the desire to escape and an aesthetic that still resonates today in the collective imagination.
From the Asturian coast, where the sea is more than just a backdrop, the firm projects an emotional capsule that travels between memory and resistance. Graphic T-shirts with messages that burn, sweatshirts faded by fictitious suns, cargo trousers that drag history, boardshorts that refer to the surf of the 2000s, and technical jackets designed to move between emotional and climatic storms.
93 SIERRA/CROSSES also reinterprets one of its most recognisable classics: the Vexed Mask glasses. This season they come in two brand new shades – deep chocolate and off-white – that slip between the functional and the aesthetic as a silent statement of identity.
The visual campaign reinforces this universe halfway between the real and the dreamlike. Shot in locations that seem to have been forgotten by time, the visuals – signed by @sergio____p and @jeanlafleurr, with cinematography by @carlos.rodil_ – are immersed in landscapes that dialogue with the clothes and their wearers. There is no posing here: there is attitude.
The carefully selected casting puts a face to this mutable and fluid youth: @ssheloveslucas, @hampemann.gs, @deliciousenough and @fattiamos embody this tension between the vulnerable and the fierce. The styling is completed with details taken care of to the extreme: make-up by @gorka.larcan and photo assistance by @_hamzassioua. Thanks to @havaianaseurope for accompanying this vision.
The SS25 collection will be available starting Wednesday, April 30, exclusively on the brand’s website and at select retailers.
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La colección SS25 estará disponible a partir del miércoles 30 de abril, exclusivamente en la web de la marca y en puntos de venta seleccionados.
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