The creative director immerses himself in the raw, magnetic energy of clubbing in the Cruise campaign.
With the help of artist Deni Horvatić, Alan Crocetti explores a territory where identity is not fixed, gender is diluted, and style functions as a language of its own, silent but powerful. Together, they manage to create a new imaginary world where jewellery is not meant to be admired from afar, but to be experienced and shine on the skin, amid the sweat that emerges under the strobe lights, exposed to the sun the next day and in the calm that comes immediately afterwards.
The photographer captures his subjects from a radically intimate point of view, removing any barrier between the observer and the observed. ‘I see you exactly where you are,’ he explains. This absence of distance creates a feeling of total fusion between body and gaze, almost impossible, as if it were a visual fantasy that runs through the entire campaign.
At Cruise, closeness, contact and identity become diffuse, intense and vibrant. In this universe, jewellery is an extension of the body itself, ‘forming part of our individuality,’ says Alan Crocetti. Thus, personal expression is celebrated in its most honest form, with minimalist designs that blend with the body and also with bolder pieces that capture every sparkle of light, oscillating between softness and rawness.
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