Are we utilising the influence of community in shaping modern brands?

Some are doing so successfully.

Stone Island begins a new chapter in its “COMMUNITY AS A FORM OF RESEARCH” project with the launch of the Spring Summer ’026 campaign. Positioned at a cultural intersection, this project focuses on conversations between the brand and its community, featuring faces such as Paolo Maldini, Garance Vallée, and Charlie Hunnam. Alongside them, sits a curated SS’026 collection that re-envisions the brand’s iconic pieces through continued material innovation.

The cast responded to a structured set of 100 questions- one of them being “what are you growing?” to which the response was “Awareness and Figs”.

At it’s core, the brand operates on a LAB and LIFE philosophy. The LAB is a driving force for continued innovation with relentless examination and elevation of fibres and fabrics. Meanwhile LIFE refers to the cultural influence of Stone Island and it's position within the identity of its community.

This is perfectly articulated on their website; it adopts methodical, almost report-like format with an index and separated sections. While the format feels clinical and controlled, it’s the inclusion of cultural figures that assist with bridging the gap between product, culture and consumer.

This campaign was fantastically shot by David Sims with creative direction by Ferdinando Verderi and styling by Max Pearmain.