Daily Paper unveils its FW25 campaign, a heartfelt celebration of unity, culture, and creativity.
Rooted in the brand’s Amsterdam origins and African heritage, the campaign highlights the simple yet powerful act of coming together.
A Journey from Daylight to Firelight
Directed by TJ Saw and Elliot Hensford, the story unfolds in a quiet log cabin surrounded by nature.
The shift from daylight to darkness marks the rhythm of connection, reflection, and shared experience.
Through this visual journey, Daily Paper transforms ordinary moments into rituals of belonging.
The cast features three influential figures:
- Knucks, the platinum-selling rapper and producer known for blending introspection and rhythm.
- ANTS, a rising UK artist whose creative energy bridges music and streetwear.
- Annie Tagoe, athlete and storyteller, who brings strength and inclusivity to the campaign.
“Community is everything — you don’t build alone,” says Knucks. His words capture the core idea behind FW25.
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Where Culture Meets Retail
The FW25 campaign is not limited to images. Instead, it extends into real spaces through a series of in-store activations.
These global events turn Daily Paper’s flagship stores into places for creativity, dialogue, and exchange.
Each activation features workshops, performances, and talks that encourage participation.
As a result, every visitor becomes part of the story.
Through this initiative, the brand turns retail into culture, reinforcing its belief that fashion can build real-world communities.
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Heritage and Diaspora Roots
From the beginning, Daily Paper has explored African heritage and the global diaspora.
The FW25 campaign continues this mission. It portrays gathering, rhythm, and light as universal forms of connection.
Moreover, the use of natural settings and symbolic firelight strengthens the link between environment and identity.
Knucks, ANTS, and Tagoe represent diverse backgrounds. Yet they share the same vision: creativity born from shared experience.
Their presence underlines the idea that collaboration shapes modern culture more than competition ever could.
Redefining Fashion Through Connection
In a world dominated by fast trends, Daily Paper slows the rhythm.
Its FW25 story focuses on authenticity, inclusion, and meaningful dialogue.
Because of this, the brand’s campaign feels more like a community project than a marketing move.
By combining visual art with physical experiences, Daily Paper invites audiences to reflect and participate.
Ultimately, FW25 becomes a living expression of light, resilience, and human connection.
And through that, it reminds us why community still matters — in fashion and beyond.
