ROA’s SS24 Campaign Marks a Moment of Reassessment
Inspired by the ethos of bricolage.
The Italian footwear brand, ROA, sees the importance of a fused attitude when it comes to its outdoor-oriented existence. So as it prepares for the next seasons, the brand decided to look back into its core values with its new Spring/Summer 2024 collection – marking a moment of reassessment.
Shot by photographer Anders Edström, the new visuals celebrate the brand’s legacy, which kicked off in the Forcella della Roa, the Dolomites mountain pass in the Trentino Alto Adige region of northern Italy. So for the campaign, the brand took to Hotel Briol, which sits in the meadows of Val d’Isarco. But what also powers the campaign is the bricolage inspiration – looking at the creation and evolution of social identities.
With its outdoor and hiking-focused aesthetic, the visuals reveal a bevy of weather-appropriate appropriate gear. In it you’ll find pieces like quilted puffer vests with paneled detailing, fuzzy vets, nylon windbreakers, technical shorts, caps, Vibram-bottom loafers and other functional shoes. The selection of pieces is then heightened by natural shades of olive, wheat, taupe, cream, ice blue, slate gray and black.
Take a look at ROA’s new Spring/Summer 2024 campaign in the gallery above.
