Oasis’ Liam Gallagher Headlines Stone Island Fall 2024 Campaign With Peggy Gou, Russell Tovey and More
MILAN — Talk about capturing the zeitgeist. Stone Island has dropped its fall 2024 ad campaign fronted by a starry pack led by Liam Gallagher from Oasis.
The rock band is prepping for a big reunion tour that follows a years-long feud between brothers Noel and Liam Gallagher, who have now made amends, announcing that they’ll be hitting the road once more in 2025 and bringing the ’90s Britpop heydays back to life.
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In the Stone Island campaign, Liam Gallagher, the younger brother, wears a fall 1983 Stone Island cotton canvas hooded windbreaker with matte PVC coating drawn from the brand’s archives.
Images are shot by David Sims in Stone Island’s signature campaign design with talents standing against a bright white backdrop. The outerwear specialist also conscripted DJ and producer Peggy Gou, the first woman to appear in a Stone Island ad, as well as actor and curator Russell Tovey, and music and skateboarder Sage Elsesser.
In subsequent installments of the ad campaign, Stone Island president Carlo Rivetti will appear in images sporting the “President’s Knit” cardigan, first introduced for the fall 1998, followed by design maverick Philippe Starck; artist Alexandre Diop; parkour athlete Davide Garzetti; photographer Liam MacRae; music producer Axl Beats, and graphic designer Yoshirotten.
The campaign is part of the brand’s “Community as a Form of Research” project, which spotlights talents from different fields that are part of its community.
Each portrait in the fall campaign is flanked by a short, written interview with the talents who are posed fireside questions conceived by curator and cultural critic Hans Ulrich Obrist, the artistic director of London’s Serpentine Gallery.
In Gallagher’s portrait, the rock star answers questions as disparate as his breakfast of choice (porridge with some almonds and honey, but only if he’s feeling “really rock ‘n’ roll”), his favorite city, which happens to be his native Manchester, where the campaign was shot, and what he collects, to which he responded, “just souls.”
Asked about the one piece of advice he would give to his younger self, Gallagher said: “Life’s been great. It’s had its ups and downs. But at the end of the day, you are playing it.”
The Oasis reunion has taken fans by surprise and caused a frenzy among those wishing to get tickets for the 17-date leg of the tour in the U.K and Ireland, which includes four shows in Manchester and at London’s Wembley Stadium.
“The guns have fallen silent. The stars have aligned. The great wait is over. Come see. It will not be televised,” a press release from the band read. It also teased upcoming date announcements for outside of Europe, though they haven’t yet been confirmed.
Tickets went on sale last Saturday and several users took to social media to express their frustration over the lengthy queues, error messages and expensive prices.
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