Versace has revealed its new “Greca” campaign, an introspective visual study of duality, individuality and self-expression, directed by British filmmaker Luna Carmoon.
Set in the imagined location of “Room Six” within a highway motel, the campaign unfolds through a series of intimate portraits captured by photographers Anuschka Blommers and Niels Schumm.
The campaign, described as an “intensely intimate study of introspection,” brings together a diverse cast representing various disciplines and creative worlds. British actors Joseph Quinn and Aimee Lou Wood lead the ensemble, joined by British-Ugandan DJ and producer Josh Caffé, Montreal-based composer Ouri, Texan bodybuilder Wesley Glouchkov, and New York City line cook Giovanni Luciano. Each subject embodies the tension between opposites, grit and grace, immediacy and timelessness, wearing Versace’s Greca eyewear line, defined by its distinctive Greek-key motif and refined classicism.
Luna Carmoon’s concept introduces an “imaginary mise-en-scène” in which each character enters a setting of suggestion and seduction. Her script, Room Six, mirrors her characteristic cinematic style, visceral, bold, and charged with emotion, while exploring themes of desire and duality. The film’s motel backdrop evokes a world of confined intensity and heat, amplifying the raw humanity at the core of the Greca story.
Blommers and Schumm, represented by The Ravestijn Gallery in Amsterdam, bring their signature blend of fashion and art to the series, balancing realism with stylised composition. The creative direction is led by Dario Vitale, with styling by Leopold Duchemin.
Each member of the cast brings a distinctive narrative to the project. Quinn continues to bridge independent cinema and major international productions, while Wood is celebrated for performances across television, film, and stage. Caffé’s work spans underground and global music scenes, and Ouri’s compositions blend classical training with electronic experimentation. Glouchkov merges physical transformation with spiritual discipline, and Luciano brings a candid, working-class realism from the culinary world.
Rooted in Mediterranean heritage, the Greca campaign encapsulates Versace’s long-standing commitment to bold self-expression. Founded in 1978 by Gianni Versace, the Italian house remains guided by its principles of freedom, inclusivity, and craftsmanship under Chief Creative Officer Dario Vitale and CEO Emmanuel Gintzburger, with Donatella Versace serving as Chief Brand Ambassador.
The new Greca eyewear is available now at versace.com.
