The Lux Fuit campaign was born from the idea of ​​a double narrative sequence. The title, which in Latin means "And there was light," is deliberately reinterpreted: we're not talking about any light, but the light that reveals, that lays bare the truth, that forces human beings to look within. It is the light that illuminates reality after the night, after the delirium, after the excess.

The brand operates on two complementary aesthetics: on one hand, a military, underground, more accessible, and street-rooted universe; on the other, a more elegant, intimate, and refined aesthetic, with high-quality garments that convey a higher status and more sophisticated research.

The structure of the campaign was born precisely from this duality.

Part 1 – The Party:

The Night, the Luxury, the Fall

The first part of the campaign is set in a luxury hotel suite. The protagonists, two iconic models, wear pieces from the most elegant collection. We see them in the midst of a wild night: a private, excessive, chaotic party, enjoyed among silk sheets and empty bottles.

The key elements aren't just the clothes themselves, but also their surroundings: smoke, traces of drugs, burned cigarettes, details of the naked or semi-naked body. It all creates an aesthetic of destruction amidst luxury, a decadent image, both alluring and disturbing.

This phase ends with the arrival of dawn. Natural light enters the room, piercing the darkness and revealing faces, emotions, tiredness, and cracks. This is where the concept of Lux Fuit comes to life: when the night ends and awareness begins.

Part 2 – The Fall:

Psychosis, Abandonment, Light

The story continues in an abandoned place steeped in history: the Marchionni Institute, a former psychiatric hospital in disrepair. Here, the two protagonists, still elegantly dressed but visibly worn out, are photographed in a setting of abandonment and desolation. This place represents the brand's second soul: military, underground, raw. But also the inner hell.

The asylum becomes a symbol of damnation. It's the place where the protagonists take refuge, or perhaps where they lose themselves. It's the photographic representation of the post-party depression, of the return of reality, of the crisis of conscience.

Photographically, the inspiration is clear: Edo Bertoglio, his iconic images of the aftermath of the party, of trauma, of agony. Our protagonists walk through dirty corridors, dilapidated stairways, empty rooms. They're searching for something—perhaps a new fix, perhaps salvation. But the light is already there, and the light, once again, was.

Part 3 – The Rebirth:

The Rooftop, the Turning Point, the New Light

The final part of the campaign takes place on the building's rooftop. It's the highest point, metaphorically and visually. The two models ascend from the depths of the institute to the summit, leaving the decay behind.

Here, light returns as a protagonist, but no longer as a condemnation. It is rebirth. It is possibility. It is a new vision. The protagonists look at each other, expose themselves, let the sun shine through them. Finally, the light no longer hurts. Lux Fuit takes its definitive form: not as a sudden flash, but as a transformative revelation.

The presence of the jewel:

Symbol, Memory, Redemption

Throughout the campaign, particular attention will be paid to the representation of jewelry and jewelry as transversal narrative elements.

More than mere accessories, these objects will become visual symbols of redemption, hope, and memory. Jewelry thus becomes a tangible link to the past, a sign of something we carry within us and with us: a shining scar, an emotional fragment that spans time.

It will be present at every stage of the visual narrative—sometimes prominently featured as an iconic element, sometimes more subtly, almost as a clue during backstage moments or intimate interactions between the protagonists. This recurring presence will help strengthen the sense of continuity, identity, and emotional depth throughout the campaign's photographic journey.

Conclusion

This campaign isn't just about clothes. It's about a journey, a rise and fall, a nocturnal cycle of excess and awareness, of perdition and redemption. It speaks to the society we live in, its contradictions, the toxic allure of luxury and the streets, but also to the ever-present possibility of rediscovering oneself. In the light.