Dreaming of your next getaway? Let Eytys transport you directly to southern Italy with its 'Dolce Far Niente' campaign, shot with and amongst Palermo's locals
It's that time of year, when another gruelling Nordic winter is finally easing and we're fixated on the thought of sun-drenched days, living out the Italian philosophy of 'dolce far niente': the sweetness of doing absolutely nothing. Someone who truly understands the beauty of this philosophy is Eytys' creative director Max Schiller, whose belief is the best kind of vacation requires little more than “sun, sea, a pile of good books and a couple of trattorias with great food.”
The philosophy is brought to life by Schiller in the Swedish brand's latest spring/summer '24 collection, inspired by his own sojourns to the south of Italy. And the collection's campaign takes things a step further: shot in and around Palermo by Italian photographer Paolo Zerbini with a local south Italian cast guiding us through the sweetest spots of their hometowns.
Photo: Paolo Zerbini
Photo: Paolo Zerbini
Photo: Paolo Zerbini
The campaign captures the art of leisure: those long summer days where time stands still and every moment – between plates of freshly fried seafood and spiked Granita by the sea – is savoured. “It felt natural to bring the SS24 collection to where its inspiration initially came from, my many sweet memories of summer holidays through southern Italy,” Schiller says. “We ended up shooting the campaign around Palermo. It's a truly unique place, rugged and beautiful. It turned out to be deeply familiar to the photographer Paolo Zerbini, many members of the cast were people he knows,” the creative director explains.
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Backdropped by beautifully weathered, clothesline-adorned buildings and the tranquil Mediterranean coastline, the collection's key pieces take centre stage: torn denim, breezy resort shirts and shrunken T-shirts (the new iteration of the hit 'Eurotrash' design with golden 'Extra Virgin' embroidery is bound to be a hit). “Distressed biker jackets come tighter or cropped this season,” Schiller says of the collection's stand-outs, also noting the “slim, lightweight sneakers reminscent of 1970s spike runners”. Elsewhere, raffia sandals and ballerinas, flared baggy jeans and the return of its now-signature laser-cut tops and knits.
Photo: Paolo Zerbini
Photo: Paolo Zerbini
Photo: Paolo Zerbini
For where Schiller will be jetting off to this season? "The last two summers I have swapped southern Italy for the northern parts," he shares. "My family have found our little paradise in a small Ligurian town off th ebeaten track where we plan to wind down for a couple of weeks this summer.”
Eytys' spring/summer '24 collection is available now from Eytys.com, Eytys' stores and at selected retailers worldwide.