Daily Paper Releases FW25 Campaign: A Celebration of Community and Creativity
The highly anticipated Fall/Winter 2025 collection from Daily Paper has finally arrived, and it’s more than just a fashion statement. Led by creative directors TJ Saw and Elliot Hensford, the visuals for this campaign draw inspiration from the ancient tradition of gathering around a bonfire. The collection is modeled by Knucks, ANTS, and Annie Tago, representing the fusion of music, sport, and culture.
While the collection was released throughout September, the accompanying campaign has just been dropped. This is because Daily Paper wanted to tell a story that goes beyond just showcasing their clothing. As always, the brand’s campaign is centered around the idea of shared community and is filled with layered storytelling.
The narrative for this season’s campaign centers around the concept of a bonfire, which evokes feelings of rituals, storytelling, and celebration. Daily Paper hopes that their community will tap into these emotions and come together this season. The creative direction by TJ Saw and Elliot Hensford is evident in the campaign’s imagery, which features a woodland setting with a cabin and bonfire. Some shots are bathed in warm sunrise light, while others capture the mysteriousness of the night. This visual contrast represents the brand’s message of finding power in both light and darkness.
The collection is modeled by a diverse group of individuals, including rapper and producer Knucks, UK rap artist ANTS, and athlete and creative Annie Tago. Together, they embody the fusion of music, sport, and culture that Daily Paper stands for. Their inclusion not only reinforces the campaign’s core message but also hints at the brand’s upcoming plans to host a series of community events. These events, which will take place in Daily Paper’s flagship stores, will include panel talks, music events, and workshops, creating a space for the community to gather, connect, and co-create.
FW25 is a prime example of authentic community building and showcases the creative possibilities that arise when different disciplines intersect and communities come together. Be sure to check out the campaign imagery above and stay tuned for more updates from Daily Paper.
