When you look at the products of the unique artistry from the past, such as monuments, sculptures, and paintings, you come across these two very often: Gods and the Rulers.
Humankind expended tremendous efforts to create the sagas of the Gods, loved them with all their hearts and won the wars for their sakes. Even though gods are seemed and believed to be eternal rulers of the worlds, most of the time they were portrayed as the human rulers of the earth and sea approve.
When you enter the City of Milano, you witness the astonishing historical heritage from the old times along with one of the most beautiful modern metropolis. Modern Milano seems to dominate the world when it comes to creating the best practices of fashion but it's not Milano's success to celebrate; the real heroes are the artisans working behind the scenes.
That's why we chose Milano to celebrate and present the new XUMU collection inspired by the legendary rulers from history. Each image, each word on the labels and giant out of box design used to remind the real rulers.
Creative Direction: Bodoville
Photographer: Karolina Golis
Styling: Vittoria Brachi
Mua: Gaia Dellaquila
Models: Independent Model Management