Dagger – AW25

For the DAGGER AW25 campaign, we wanted to build on the playful, sexy attitude established with our Spring–Summer campaign, while bringing back the rebellious punk spirit at the heart of the brand. Keeping our signature sleek, minimalist lighting, we pushed the imagery further through an analogue post-production process by Roberto Brundo, combining inkjet printouts and collaged scans to introduce texture, imperfection and a sense of decay. The result evokes the feeling of a half-torn poster on the wall of your favourite dive bar — raw, worn-in and still undeniably sexy.