Magliano Heads to the Fair in SS25 Campaign
Luca Magliano is back with another evocative campaign, transporting us to a nostalgic Italian fairground to unveil his SS25 collection. Inspired by 90s normcore, playful irony, and artisanal charm, the collection finds its ideal setting among neon-lit rides and billowing clouds of smoke.
In a poetic Instagram post, the brand describes the scene:
"Smoke machines operate losing their ephemerality, thickening the air to a dense haze. Amongst the rides is the Tagada, an iconic symbol of Italian 00s teendom. Its vertiginous spinning creates new oneiric dimensions, which the collection's style codes blend into. Wandering through, psychedelic lights disarming in search of the limit, the way out—now stuck in a whimsical downward spiral."
Magliano presents an intergenerational cast styled in earth tones, vintage-printed shirting, washed denim, and effortless suiting this season. Standout looks include an inside-out blazer paired with a bubblegum pink button-up, an oversized grey jacket emblazoned with a feral rat graphic, and olive green nylon trousers that add a utilitarian edge.
Footwear takes an unexpected turn with Magliano's collaboration with U-Power. The workwear-inspired shoe brand lends its expertise to a Mary Jane-style silhouette, reimagined in rich blue suede with climbing-inspired black straps. The design also arrives in a lighter hue alongside a lace-up counterpart, seamlessly woven into the SS25 lineup.
Step into Magliano's dreamscape—browse the gallery below and shop the SS25 collection now via the Magliano web store and select retailers.
