Paul & Shark unveils its Spring/Summer 2025 campaign, an evocative visual narrative capturing the essence of friendship and adventure. Shot in the breathtaking Florida Keys by renowned photographer Giampaolo Sgura, the campaign is a masterclass in effortless style, featuring a cast of top models: Pietro Boselli, Mikkel Matthiesen, Danny White, and Justin Martin. With impeccable styling by fashion icon Anna Dello Russo and grooming by Gianluca Mandelli, every image radiates the undeniable charm of summer camaraderie.
The creative vision behind this campaign is brought to life through the expertise of Dario Callegher, with casting by SimoBart Casting and the invaluable contribution of Chris Boals Artists (CBA)—a boutique agency representing some of the industry’s most exciting image makers worldwide.
At the heart of the Paul & Shark SS25 collection is the concept of brotherhood—a bond that transcends mere friendship, evolving into a connection built on shared experiences and cherished memories. Each frame in the campaign tells a story of laughter, adventure, and the unbreakable ties that form between kindred spirits.
The collection itself is a journey through the ocean, history, and innovation, seamlessly blending elegance with high-performance materials. Inspired by the grandeur and enigmatic charm of the sea, Paul & Shark redefines luxury with its signature craftsmanship and nautical heritage. Every piece in the collection is designed for the modern explorer, embodying both sophistication and functionality.
A story of brotherhood. Every moment shared is a bond that becomes a lasting memory. The new Spring Summer 2025 advertising campaign from Paul & Shark is all about “brotherhood”, that deep connection that grows and strengthens over time. Shot in the vibrant heart of Miami, the campaign tells a story of unbreakable bonds and shared experiences. The SS25 collection blends elegance and performance, featuring garments in linen, Supima cotton, and technical jackets, designed to accompany those who experience summer with an authentic and sophisticated spirit. The sea-inspired colors capture the essence of a summer spent on the move, while never compromising on refinement. The ad campaign becomes a celebration of the bonds that define us and stay with us over time, creating memories meant to last.
With the Florida Keys serving as the perfect backdrop, this campaign encapsulates the freedom of summer, the energy of the ocean, and the timeless appeal of Paul & Shark. Discover the Spring/Summer 2025 collection and embark on a stylish voyage of adventure and connection.
Explore the collection now at www.paulandshark.com.
Brand @paulandshark Spring Summer 25 Campaign
Models @pietroboselli @mikkelmatthiesen @dannyjwhite_ & @justin.e.martin
Styled by @annadellorusso
Grooming @gianlucamandelli1
Production @dariocallegherproduction
Casting @simobartcasting
Thanks @cba_ww
postproduction @digitalarea #studiosgurav#miami2025
filmed and edit @fraparrella
special thx @mb_projects @albertopanozzo_
Personal grooming seriously lacking and most importantly attention to detail missing especially if the desired effect was for maximum impact guaranteed!
This Paul & Shark campaign is stunning! The Florida Keys provide a beautiful backdrop for showcasing brotherhood and style. The models perfectly embody effortless summer charm. The creative team nailed it. I was so captivated, it reminded me of simpler times, like passing hours playing the Google Snake on my old phone – pure, classic entertainment, just like Paul & Shark’s timeless elegance.