Axel Arigato's Festive Feast
A surreal dinner party in a shoebox.
Axel Arigato is throwing the rulebook out the window this festive season. Forget your standard glittery holiday ads—this campaign is serving giant shoebox realness, childhood nostalgia, and a dinner party that’s as chaotic as it is chic. Creative Director Jens Werner has dreamt up a surreal setup where human connection and playful creativity take center stage, and trust us, it’s a vibe.
It all starts with a kid and a cardboard box—a nod to that endless childhood imagination we all had once upon a time. Fast-forward, and suddenly, we’re inside a life-sized Axel Arigato shoebox turned dining room. The walls glow in the brand’s signature yellow, a plush branded carpet mimics tissue paper, and a cozy custom blanket by Taya Francis adds the perfect touch of whimsy. It’s playful, it’s nostalgic, and it’s undeniably cool.
At the heart of this oversized shoebox is a table that’s nothing short of a masterpiece. Laden with seasonal produce styled by Hands London and florals by guest Hamish Powell, the setup feels intimate but elevated. The ten guests—creatives, musicians, designers, and thought leaders—gather around the horigotatsu-inspired table, draped in looks from Axel Arigato’s SS25 collection. Each brings their own style to the mix, proving once again that this brand doesn’t do boring.
The guest list? Impeccable. We’re talking musician Tora I, the ever-charismatic Jordan Stephens, poets, DJs, dancers, and more. As dinner kicks off, the energy in the room shifts from chill to electric. There are impromptu dance-offs, poetry readings, and flower arrangements happening alongside the clink of glasses and bursts of laughter. Guests capture the chaos on their iPhones and disposable cameras, creating a visual diary of the night—complete with selfies and cheeky games of Axel Arigato-clad footsie under the table.
“This campaign is about unlocking that childlike curiosity and creativity we all still have somewhere inside us,” says Creative Director Jens Werner. “The festive season is the perfect time to tap into that nostalgia and create spaces that feel both familiar and totally surreal. Watching this wildly talented group come alive in our shoebox world was unforgettable.”
Shot by Linus Morales and directed by Belle Smith, the campaign brings big energy and a fresh take on what holiday connection can look like. It’s warm, chaotic, and dripping in creative cool. Axel Arigato isn’t just redefining the festive vibe—they’re making it impossible to forget.
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