Martin Gatti collaborates with Shon Mott to craft a fall-winter 2024 campaign that blurs boundaries, both stylistically and culturally. Gatti’s lens captures the choreography of dancers Mamadou Bathily, Janina, Niń Khelifa, and Miranda Chan, embodying Shon Mott’s minimalist ethos.
The film images showcase a sophisticated blend of movement and quietude, with the muted black and ivory palette of the clothing emphasizing the brand’s commitment to simplicity and practicality.
Shon Mott “Movement Towards Freedom”
“Movement Towards Freedom,” led by Shon Mott founder Kiko Buxó Generó, transcends an advertisement—becoming a manifesto. The dancers’ fluidity challenges the binaries of gendered expression, integrating movement into structured spaces like fencing halls and basketball courts.
Their presence transforms these settings into stages for individuality, where garments and bodies alike communicate a raw, unspoken narrative of freedom.
Shon Mott’s ivory knits and tailored black layers stand out as a uniform of nonconformity, emphasizing practicality while rejecting societal rigidity. Dance emerges as the campaign’s core language—a medium eclipsing labels and constraints.
Through dynamic poses and introspective stances, the collection elevates the idea that clothing should serve the wearer’s identity rather than shape it. Each image underscores this philosophy, from the intimate textures of sweaters to the bold silhouettes of wide-legged trousers, blending utility with artistry.
Captured on a Parisian rooftop, the dancers stand against the Eiffel Tower’s backdrop, their stark black outfits grounding them in contrast to the moody skyline. This image ties the campaign together—a celebration of movement, form, and the fluidity of human expression. It’s a statement: freedom, like dance, defies boundaries.
Styling by Raquel Franco
Styling Assistance by Carla Ruiz
Production by OOO Paris / Laura Alvarez Lopez
