German Rapper Luciano Fronts Pegador’s “Never Too Late” Campaign

For the launch of its Spring 2024 collection.

Fashion 
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Streetwear label Pegador has just dropped its Spring 2024 collection, and enlists German rapper Luciano to front the accompanying campaign.

Titled “Never Too Late,” the dynamic visuals play on the notion of evolving and pursuing new goals with the introduction of the brand’s new active pieces serving as inspiration. As the campaign connects the dots with Luciano’s “hustler’s mentality,” it uses the backdrop of Cologne’s LANXESS arena to showcase the collection, a place that once hosted the rapper’s sold-out concert.

The visuals see Luciano alongside dancer Ivana Santacruz who both adorn a selection of the range’s pieces. Landing at the forefront, the rapper dons the Never Too Late zip hoodie with cargo-style denim pants as well as a washed gray vintage sweat set whilst Santacruz opts for more sporty pieces such as a tracksuit with collegiate typography, a black bodysuit and other dance-ready garments.

Speaking of the campaign, creative director Justus Stroetmann shares, “The location has a very emotional connection with Luciano, it’s definitely a milestone and something you have to believe in and set big goals for”. With this setting the backdrop to the collection, he adds, “You have a blank page, new goals, new ambitions, you are starting out motivated. That’s exactly what we’ve translated into a collection.”

Take a closer look at the campaign in the gallery now. To shop Pegador’s Spring 2024 collection, head to the brand’s website now.

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