Stamm Squeeze Lime

Stamm Squeeze Lime

Creative direction — Zalando — Directed by Alessandra Ruiz-Zorrilla

Sometimes all you need is a giant lime, a sparkly puffer jacket, and a family of friends to push through winter.

Squeeze Life, like a lime. The concept came from Elisabet Stamm's own reality: an independent designer working from her living room, building a brand with support from the people around her, a close-knit network of models, artists and photographers she calls her STAMMily. The capsule collection we built together for Zalando, previous winner of the Zalando Sustainability Award, was designed as an antidote to darker seasons. It's brighter colours and big shapes, the kind that push back winter depression. Regenerated CIRCULOSE denim, organic cotton with embroidered artwork, recycled down with RDS-sourced goose fill, and the voluminous bombers STAMM built its name on. Materials chosen with intention, silhouettes that contrast the grey surrounding reality.

Ale Ruiz-Zorrilla directed the film and Manu Jaime shot the stills. At some point a giant lime got rolled onto set, people drank squeezed lime no sugar added. Little context and no explanation, just for entertainment sake. For the stills, Manu left the studio fully visible, lights, backdrops, trains, assistants, even a dog made an appearance on set. A brand built from a living room made possible by community support doesn't pretend otherwise.

Creative Direction

Julie Maillard

Director

Ale Ruiz-Zorrilla

Photographer

Manu Jaime

Styling

Lucas Avid Hubner

Talent

Reuben Larkin, Koko Barno, Trobillant Ruddy, Ephraim Raiden, Kristine Sokolowski, Gio Armani

Client

Zalando

Creative Agency

Studio 11:40