Waxed FW26 Campaign
For Waxed’s FW26 campaign, we stepped outside our usual routine. Our work often begins with paper, pencil, and scanner; this time, we moved away from the desk and onto the set, following the production of a fashion campaign from its earliest ideas to the final images.
Waxed draws its identity from Canadian workwear, railway workers, and garments designed to endure. We translated this heritage into a contemporary visual language built around material textures, layered silhouettes, functional details, and the distinctive checks and warm linings that define the collection.
From creative direction and styling to props, set design, photography, and video production, every element was developed to reflect the brand’s balance between toughness and character. Alongside the photographic campaign, we produced twelve videos, one for each look, extending the visual language into motion and giving every outfit its own rhythm and personality.
It was a different kind of process for us: less focused on creating each element by hand, and more about bringing people, objects, spaces, movement, and decisions together in front of the camera. A shift in tools, but not in approach — still driven by attention to detail, materiality, and storytelling.
Production
Evergreen Design House
Photography
Alberto Chimenti Dezani
Videography
Gianfranco Bruce Battaglia
DOP
Paolo Bertino
Styling
Anna Neretto
Casting
Space2000
