Buttero - SS17 / Escalators

Where did all the models go? Inspired by the contrast between stillness and movement on the catwalk, this austerely glamorous promotional video plays with the conventions of a fashion show, finding a chic way to bring shoes into the spotlight by abstracting all but the most essential component: The product. In this unlikely setting, with its 'stripped-down' aesthetic and sparse sound design, escalators became the runway that conveyed multiple levels of the brand's identity: everyday elegance combined with a rugged sophistication.