In Pictures: Axel Arigato’s ‘experimental’ take on the festive season

Axel Arigato, known for its chunky sneakers, is breaking away from traditions this festive period with an ‘experimental’ winter campaign.

To set the scene, 10 dinner guests sit around a table set within a surrealist life-sized Axel Arigato shoebox, evoking childhood nostalgia.

The campaign begins with a young boy playing with a cardboard box. Suddenly, the camera cuts to the inside of this giant Axel Arigato shoebox. Each wall is drenched in the brand’s signature yellow, while the branded carpet mimics tissue paper. At the centre, a curated table laden with produce is artfully adorned by food stylists Hands London and florals from one of its guests, Hamish Powell.

The ten SS25-clad guests, from designers and artists to musicians and thought leaders, begin to arrive. These guests include Musician Jordan Stephens, Model Jundan, Creator Snake Denton and more. Embodying the youthful spirit of the campaign, one guest breaks into dance, another reads a poem and a third arranges flowers.

Jens Werner, Creative Director at Axel Arigato, said: “This campaign is about tapping into the dormant childhood spirit of curiosity and creativity within us all. The festive time is a period where this sense of nostalgia – of youthful inquisitiveness – is often recalled.

“[It] continues my intrigue with creating spaces that everyone can connect to, twisting familiar environments into surreal, imaginative worlds that tap into our shared memories. Seeing how such a creative and inspiring cast came to life in this space was really special and unique.”