Tales of Women and Interiority for Aeyde S/S 25

For Berlin-based accessory brand Aeyde's new season concept Aeyde Anemoia, a nostalgia for powerful heroines drives the S/S 25 campaign. Writer and director Durga Chew-Bose reimagines six fairytales from the Grimm Brothers’ dark anthology to create a multifaceted editorial.

Since their launch in 2015, Aeyde has been worn by the likes of Gigi Hadid, Margot Robbie and Jennifer Lawrence, and become a go-to for intelligent cosmopolitan women, known for their bold colours and sleek designs. Inspired by the Bauhaus movement and the openness of the city of Berlin, Aeyde collections offer simplicity with an edge that resonates with scores of women.

For S/S 25, Chew-Bose was invited by Aeyde to write six stories to accompany the campaign. Their take on Red Riding Hood reads like a fever dream:

'The rose looked like candy, persuasively red. She leaned in, opened her mouth, and bit down. Crack. Her front tooth crunched against the rose and a small white shard fell from her mouth like a crumb. She pushed her tongue against the tooth and felt its edge. It was grooved, something close to a fang. Strangely, she didn’t mind.' 

Chew-Bose's highly anticipated directorial debut, a film adaptation of Bonjour Tristesse starring Chloe Sevigny, hits cinemas later this year. Her book of personal essays Too much and Not the Mood tackles her own childhood to her twenties into poetic descriptive texts about growing up in Montreal. Chew-Bose’s uniquely descriptive use of language is translated into visual imagery for this collaboration with Aeyde, where Chew-Bose breaks down well known tales such as Little Red Riding Hood and Hansel and Gretel to inspire the campaign’s compositions. 

In the series of editorials shot by Daniel Roche, we’re introduced to urban takes on these classic legends in the photographer’s own distinct style, repackaging the reality around us – ‘I portray only the idea of the person and not the person itself’, Roche has previously commented.

In the Grimm’s Brother’s world, Red Riding Hood is a little more fond of gore. Aeyde’s S/S 25 model, Leanne De Haan, leans into this darkness with sultry poses in a city overrun with roses. The campaign images and film show De Haan in a suburban park, biting a rose and crushing one’s petals beneath her foot. The deep reds of the flower colour the frames, reminiscent of the original tale’s violent undertones. Through a story many know well, we are introduced to the interiority of the women of Aeyde in this campaign. What if you had access to the woman's inner narration of her day dreams?

Wearing the new collection, leather meets lace and metal meets mesh, just as dark romanticism and mystery come together for the new season. We’re invited to live in memory but promenade in the present. 

Discover the editorials and collections on www.aeyde.com