Axel Arigato is in no rush. Rather than hitting the ground running for 2025, the Sweden-based label is embracing the rest and rejuvenation that the New Year always rings in for its first campaign of 2025. Entitled "At a Snail's Pace," the campaign arrives as a fresh reset after Axel's momentous 2024, carried by a concept of life-size snail shells.
"I wanted to bring a sense of fun and surprise to this campaign as we enter 2025. January is a time for peace, a moment to prepare for the months ahead. The image of snails kept coming to mind – a creature that embodies slowness and introspection. The idea evolved from my childhood memories of creating little worlds in shoeboxes, where I stored shells and small treasures," explained Axel's Creative Director Jens Werner.
The shell sculptures – entitled "Slow Runners" – were hand-molded from clay and jesmonite, crafted in collaboration with long-time brand partner, artist Jon Buck. Models are scattered about the surrealistic scape nestled inside the pastel-hued Slow Runner shells, complemented by bespoke sleeping bags adorned with antennae.
"Working with Jon Buck, we transformed this whimsical idea into a tangible space for our guests to find solace after the rush of the festive season."
Flip through Axel Arigato's "At a Snail's Pace" New Year campaign in the gallery above.
Click here to view full gallery at Hypebeast
