Fashion on the street

To promote the newborn brand Boneville, the designer Massimo Osti -creator of brands such as C.P. Company and Stone Island among others-  decided to publish a photographic travel diary: a reportage-style photoshooting able to capture the lifestyle and not to only to celebrate the product.

This approach was absolutely innovative at that time and it has been extensively adopted in the following years, changing fashion brand communication forever.