Stone Island launches SS24 campaign starring Jason Statham and Tricky

Stone Island has launched a new SS24 advertising campaign starring actor Jason Statham and rapper Tricky, alongside 14 other "members of the global Stone Island community".

It coincides with a new brand ‘manifesto’ under the title of ‘The Compass Inside’, with a mission to put material research and innovation at the centre of Stone Island’s product development and collections, which is very much in line with the design ethos the brand was founded on by the late great Massimo Osti in 1982.

Other people to feature in the campaign include tennis player Henry Searle, choreographer Wayne McGregor and musician Dave.

Next to each image in the campaign is a simple Q&A – listing 10 questions and answers - asking the likes of Statham what his favourite city in the world is (London) and who his inspirations are (Bruce Lee and Wim Hof).

In the campaign Statham wears a new fishtail parka made in ‘Membrana 3L TC’, a three-layer light performance fabric made from an opaque nylon outer face laminated to a breathable, water-resistant membrane. Stone Island’s garment dyeing expertise gives it a deep green hue.

Tricky wears a long parka made from a light black polyester run-proof fabric bonded to a coloured extruded polyurethane, with a shiny metallic effect. It’s wind and water resistant, and the thermal taping gives it further protection and highlights the geometry of the garment. It has also been treated with a PFC-free anti-drop agent.

Robert Triefus, CEO of Stone Island, said: "Our vision for Stone Island is expressed in ‘The Compass Inside’, establishing our core values in a tangible way. Relentless innovation, self reliance, solidarity and material obsession are the cardinal directions of our compass.

"We design for the real world, and so our new creative narrative features notable figures from the global Stone Island family."