Dagger – SS25

For the DAGGER SS25 campaign, Luke, the creative mind behind the brand, had one clear directive: make it irresistibly sexy while preserving the bold edge that defines DAGGER. Drawing inspiration from iconic underwear campaigns of the late ’90s, we developed a visual language rooted in simplicity, intimacy and a certain rawness. The clean, minimal lighting was deliberately contrasted with a distressed post-production process by Roberto Brundo, who worked with physical printouts to introduce texture and imperfection. The result evokes the faded pages of an old magazine discovered in your mother’s attic years later — nostalgic, provocative and effortlessly timeless.