EXCLUSIVELY FOR MIILKIINA

If you have always considered jewellery to be a delicate accessory to be handled with extreme care and the same attention a skilled mom gives to her newborn baby..well, think again because Toronto-based futuristic accessories label VITALY is here to change that.

Originally concepted by Shane Vitaly Foran during an eye-opening trip to Ubud, Bali as a result of corporate burnout at the beginning of the last decade, the uber-contemporary, post-modern brand set out to bring an industrial approach to jewellery making. 

Thick metal plates, bold silhouettes reminiscent of mechanic joints and sharp spears make up VITALY’s merchandising offer, providing a collection made to last up to three decades thanks to the employment of fully recycled stainless steel and industrial manufacturing. 

Industrial is, in fact, a recurrent concept permeating the brand at large. 

“I am very tied up in the idea of the industrial nature of the manufacturing process in general.
I love what the word industrial connotes.” said Zack Vitiello, the brand’s creative director tasked with molding its image and continuously reshape its character since its inception.

We met Zack over zoom to discuss G3N3S1S, their new Spring Summer ‘21 campaign.

Filmed on 16mm camcorder and lensed by Steph Verschuren, the images narrate a post-apocalyptic rebirth inspired by the events the world has faced over the past year and acts as a follow up to the darker, more serious story told last Winter. 

As the world finds solace and a beam of light finally shines through, VITALY renews its tension towards a regenerated, finer future free of constricting labels. 

Infusing this concept throughout the brand, every piece from the collection may contain remnants of skyscrapers, bridges or crushed car parts. 

“Eventually somewhere along the way the recycled steel ends up in a jewellery factory and it gets melted down by these huge smelters and then re-casted into something new. It’s a very rudimental and exciting looking process, totally opposite of what people usually think of when it comes to fine jewellery” explained Zack while discussing how the crafting process itself inspires the brand’s whole ethos. 

With clear references to the Fifth Element and sci-fi filmography, the campaign was built upon a fictional mind trip recounting the story of a group of friends emerging from a subterranean bunker after surviving the apocalypse. 

“It’s post-apocalyptic but it’s not that bad” laughed the mind behind the concept as he pointed to the colorful elements symbolizing an energetic new beginning and positive outlook on what lies ahead. 

To enhance the playful essence of the shoot and add a layer of oddity to the final production, a snake was chosen as part of the cast. Really hitting the nail on the message behind the campaign. 

With clear references to the Fifth Element and sci-fi filmography, the campaign was built upon a fictional mind trip recounting the story of a group of friends emerging from a subterranean bunker after surviving the apocalypse. 

“It’s post-apocalyptic but it’s not that bad” laughed the mind behind the concept as he pointed to the colorful elements symbolizing an energetic new beginning and positive outlook on what lies ahead. 

To enhance the playful essence of the shoot and add a layer of oddity to the final production, a snake was chosen as part of the cast. Really hitting the nail on the message behind the campaign. 

CREDITS

Photography Steph Verschuren

Creative Direction Zack Vitiello

Editorial Film Joe Cornfield

Stylist Steph Major

Stylist Assistant Bulgun Bulia Puteeva

Beauty Steph George

Beauty Assistant Maria Hatzis

Nails Lisa Kolmakova

Design Lead Shane Vitaly Foran

Producer Scott Mc Donald

Photo Assistant Dexter Da Silva

Art Direction Jay Nugent + Primera Ng 

Agency RX STUDIO

Models Amber (Next), Chris (Spot 6), Ethan (Want), Julia (Want)