PENCE1979 Presents the New SS25 Social Campaign #Dress your story

Pence1979 unveils the new SS25 social campaign which – in line with its ongoing narrative – brings to life, through strongly evocative imagery, the importance of wearing a garment that can express one's individuality.

A revolutionary message in its simplicity, interpreted for the second year in a row through the authentic lens of Alberto Zanetti, who, together with the styling of Gaia Fraschini, brings the campaign to life.

"Being able to see the clothes we wear as an integral part of our personality and identity allows us to face everyday life in the fullness of our truest, purest, and most sincere selves. Clothes shouldn't replace us, but rather accompany us in the most harmonious and authentic way possible."Kajetana Orsini, Head of Marketing & Communication Pence1979, affirmed.

"Happy to once again stand alongside Pence1979. With this campaign, I wanted to celebrate the freedom to live and imagine without limitations."Alberto Zanetti said.

Fifteen shots challenge the conventions of perspective.

The images can be freely rotated without losing their meaning, offering a fresh and inclusive point of view.

A new way of seeing the world—open to diversity and free from predefined perspectives.

The new Spring/Summer 2025 collection subverts the codes of classic style to grant contemporary fashion the full freedom of self-expression.

The collection is defined by the unconventional use of fabrics—a bold style statement. Heavy workwear cotton is reimagined to dress the Pence1979 woman in garments that are both feminine and sensual.

Denim, a cornerstone of the brand’s identity, appears in summery shades of blue and pink.

Asymmetries, draping, mismatched lengths, and raw cuts give a nod to bold, street-inspired looks, while knitwear mimics denim through yarns in mélange tones of blue and white.

Crocodile prints in leather and cotton, along with outerwear and overshirts in distressed leather and clouded suede, bring character and versatility to the collection.

About Pence1979

Experimentation, research, fusion, tradition, and innovation: these are the cornerstones of the new era of Pence1979—a historic Made in Italy brand founded in 1979, known for its ability to reinterpret and modernize classic fashion pieces.

Today, the brand embarks on a journey through unexplored paths, designed to surprise and inspire, with eyes firmly set on a future that harmoniously blends the energy of urban contemporary life with the brand’s heritage.

Since 2023, Pence1979 has undergone a repositioning process, redefining its products with a stronger, more distinctive identity.

This evolution has given rise to a versatile line designed to speak to a highly diverse audience. While the denim pant—an iconic hallmark of the brand—remains central, it is now naturally joined by complementary pieces.

Pence1979 embraces a philosophy of crafting unique, high-quality garments with timeless style, always current thanks to an ongoing dialogue with the worlds of fashion, art, and design—seamlessly woven into the Pence1979 universe.

About Alberto Zanetti

Alberto Zanetti was born in 1977 in Cernusco sul Naviglio and grew up in Milan, dividing his time between school and the scent of chlorine from swimming pools.

While studying Economics at university, he was unexpectedly drawn into the world of photography after a chance encounter in New York with Pierpaolo Ferrari, who invited him to assist despite Alberto having no prior experience.

A true “Sliding Doors” moment: he left his studies behind and stepped into an unfamiliar but fascinating world.

After a long apprenticeship alongside Ferrari, Alberto began to photograph independently. Passionate about analog film, he primarily focuses on fashion photography, while also exploring art and portraiture.

He has been part of the ToiletPaper Magazine team since its inception and has collaborated with major publications including L’Uomo Vogue, Wallpaper, Vogue Italia, Vanity Fair, Vogue Mexico, and numerous fashion brands.

Discover more at https://www.pence1979.com/