October 3, 2025

Daily Paper’s FW25 Campaign is a Visual Ode to Community

Daily Paper released its Fall/Winter 2025 collection throughout September, but the Amsterdam label has only just dropped the accompanying autumnal campaign. This is because the imagery tells a story that goes beyond the clothing. As is always the case for Daily Paper, the campaign is steeped in layered storytelling centered around the idea of shared community.

This season’s narrative draws on the “ancient tradition of gathering around a bonfire,” according to the brand. A bonfire evokes certain connotations – rituals, storytelling, celebration – and this is exactly what Daily Paper hopes its community will tap into this season.

TJ Saw and Elliot Hensford led the creative direction. The imagery features a woodland setting with a cabin and bonfire. Some shots are bathed in the warm light of sunrise, while others appear as though taken in the middle of the night. This is a visual nod to the brand’s message of finding “power in both light and darkness,” as stated in the press release.

Rapper and producer Knucks, UK rap artist ANTS, and athlete and creative Annie Tago model the collection. Together, they represent the fusion of music, sport, and culture. Their inclusion not only reinforces the campaign’s core message but also introduces Daily Paper’s upcoming plans to host a series of community events that celebrates these intersections.

Set to take place in its flagship stores, the brand will host panel talks, music events and workshops, creating a space for its community to gather, connect, and co-create.

FW25 is a strong example of authentic community building and highlights the creative possibilities that emerge when disciplines intersect and communities come together.

Check out the campaign imagery above.

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