Axel Arigato Takes It Slow for 2025 Campaign
As the new year begins, many brands are rushing to launch their latest collections and campaigns. But not Axel Arigato. The Sweden-based label is taking a different approach, embracing the rest and rejuvenation that the new year brings. Their first campaign of 2025, titled “At a Snail’s Pace,” is all about slowing down and enjoying the moment.
The concept for the campaign was inspired by life-size snail shells, a creature known for its slowness and introspection. Creative Director Jens Werner explains, “I wanted to bring a sense of fun and surprise to this campaign as we enter 2025. January is a time for peace, a moment to prepare for the months ahead. The image of snails kept coming to mind – a creature that embodies slowness and introspection.”
The campaign features hand-molded shell sculptures, aptly named “Slow Runners,” created in collaboration with artist Jon Buck. Models are seen lounging inside the pastel-hued shells, surrounded by a surrealistic landscape. To add to the whimsy, bespoke sleeping bags with antennae are also featured.
“Working with Jon Buck, we transformed this whimsical idea into a tangible space for our guests to find solace after the rush of the festive season,” says Werner.
Take a look at Axel Arigato’s “At a Snail’s Pace” New Year campaign in the gallery above. It’s a refreshing reminder to slow down and enjoy the little things in life.
