Fashion

Just last month, a 12-hour blackout took over Spain, leaving over 48 million people without access to electricity or a phone signal. Spanish streetwear label Nude Project saw this as an opportunity to recalibrate and re-strategize, looking at the concept of creativity from a digitally-free lens. The result is the brand’s latest campaign, titled “The Art of Boredom.”

Taking us back to a simpler time, one without digital stimuli, the campaign explores the fun we can have when we’re not online and glued to our phones. Captured by Pepe Herreros, the campaign spotlights the unplugged moments spent listening to music in the streets, playing card games and hanging out with friends.

“We were in the office when the blackout happened. Since we couldn’t work, the whole team headed down to the beach in Barcelona. We started playing volleyball, card games, and listening to the radio to understand what was going on. Almost without realizing it, we began brainstorming how to present our new collection, and our own spontaneous actions became the moodboard for the campaign. We needed to disconnect to reconnect,” explained Bruno Casanovas, co-founder and creative director of Nude Project.

The accompanying collection sees the brand strengthen its womenswear offering, featuring linen sets, bermuda shorts and oversized shirts and accessories, each imbued with Nude Project’s tongue-in-cheek aesthetic.

Take a look at the new campaign above and head to the Nude Project website to shop the collection.

In other fashion news, Peachy Den celebrates off-grid living.