GENNY
BUILDING A FASHION STORY ACROSS L.A. & MILAN
Ongoing work with Genny has become an exploration of how a fashion house can express one identity across different cities, seasons and formats.
For Cruise 2025 in Beverly Hills, the challenge was to transform a private estate into a world that brought together the warmth of a Tuscan villa and the cinematic mythology of Hollywood. The production extended beyond the runway into a complete visual ecosystem of photography, film and social content for an event attended by more than 400 guests.
That relationship continued through Milan, where the environment and imagery responded to the collection’s softer, sculptural language, and into Pre-Fall in Los Angeles, where architecture, movement and the city itself became part of the campaign narrative.
Together, the projects reflect the kind of work I’m most interested in: protecting a brand’s identity while allowing it to evolve across culture, place and medium.
01- BEVERLY HILLS / CRUISE
02- MILAN / SPRING SUMMER
03- LOS ANGELES / PRE-FALL
