DIXIE x LOREDANA BERTE'
SERVICE: PRESS OFFICE & CONTENT PRODUCTION
SETTORE: FASHION
MISSION
Translate the iconic identity of Loredana Bertè into a contemporary visual narrative, supporting the launch of Dixie’s capsule collection and amplifying its cultural relevance. The project aims to position the collaboration at the intersection of fashion, music and attitude, celebrating the artist’s legacy through bold, editorial-driven imagery designed to engage a new generation.
STRATEGY
SZ Studio developed the creative concept and managed the content production, translating Loredana Bertè’s multifaceted identity into a strong and recognizable visual language.
The Art Direction drew on key references from the artist’s iconic aesthetic, with tartan becoming a central visual motif and a distinctive element of the campaign. Set against a nocturnal urban environment, the narrative reinforces the authenticity, energy and rock attitude of the collaboration.
For the press office, SZ Studio managed media relations around the collaboration, supporting the launch through targeted outreach across fashion, lifestyle and culture publications. The activity aimed to strengthen the project’s visibility, amplify its editorial relevance and reinforce the connection between Dixie’s contemporary identity and Loredana Bertè’s iconic cultural legacy.
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