Alone we go fast... but together we go far! And it is all it takes to stop and look back to see how far things have come, teaming up with the most talented photographers who have been able to interpret the irreverent and ever-changing spirit of Panchic. Campaign shots are a perfect moment to create a visual testimony and to stop in time the spirit of a collection, creating harmony between the distinctive pieces of a season.
Spring Summer 2022 marked the beginning of the creative push towards another world and redefined the DNA of the brand and the collections: pop, colourful, urban and futuristic. The P01, the unmistakable shoe and the brand's first born, has been re-interpreted and translated into a new language, cosmopolitan and strongly contaminated by contemporary art. The shots by Marco Aurelio Mendia, place Panchic shoes in a metropolitan, dry, unconventional setting, but full of character and soul thanks to the analogue approach. The atmosphere of the images reminds us that the future is nothing more than the product of a past fully lived and rich in vision. Bringing it all to life is videomaker Marco Celotti who accompanies a surreal avatar, created by digital artist Blackelephant, to explore the city as if it were his own personal playground.
Fall Winter 2022/2023 has brought Panchic footwear into action! Climbing walls, ropes and carabiners inspired Lluis Camps, a photographer who draws on his background as a graphic designer, attracted by the simplicity of elements, shapes and colours. His direct approach to the material and his passion for the plasticity of forms have resulted in almost three-dimensional shots, where young explorers take their Panchic shoes higher and higher, interacting with a space that is technical but at the same time creative, pop and playful. "Escape to..." is the representation of an attitude, at once a search for new paths and a continuous challenge to oneself... a perfect synthesis of the spirit of the brand.
This leads to Spring Summer 2023, where the brand's imagery becomes fluid, almost dreamlike. It is a distant world, where coloured bubbles and shiny reflections place Panchic in a parallel universe, a sidereal space brought back to concreteness by the mutable element par excellence: water. Photographer Giuseppe Cicala, attracted by the power of light and colour that bring abstractions to images, has given his personal interpretation to "Hydropower", a campaign where the shapes represented are on the borderline between their material form and their liquid form. A dividing line that is emblematic of the Panchic soul: continually evolving and adapting to a changing contemporaneity, while always remaining true to its spirit, pop, playful and colourful. Freedom as a cardinal principle of the brand's style allows it to explore ever new visual worlds, without being afraid to experiment and amaze. All that remains is to follow the path mapped out and try to imagine what new dimensions will be explored in the coming seasons!
