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Sam Gellaitry is stepping out from behind the boards and in front of the camera as the new face of Stone Island’s latest campaign.
The Scottish DJ and producer sports a hooded jacket made from recycled Gore-Tex and “BIONIC” polyester as part of the STONE ISLAND STELLINA SS ’25 campaign, which continues the brand’s commitment to blending function and performance with its fashion-forward aesthetic.
Stone Island says the collection features “active pieces designed to be layered, mixed and matched,” with a focus on hi-tech materials and innovative construction — think stretchy hoodies with “ergonomic cuts,” chest pockets that can be removed and stored away, and new fabrics that are completely biodegradable. The looks, meantime, seamlessly blend sportswear and streetwear in contemporary colorways and novel silhouettes.
Gellaitry says it was a thrill to front the campaign, adding that Stone Island was the first brand that got him into clothing and fashion. “I love the quality and dedication to detail mixed with the collectability of the pieces as well as the cultural relevance it has,” he tells Billboard.
Though Stone Island is now seen everywhere from the runway to the office, the new pieces are designed to be packable for travel, and built to withstand the elements for serious adventurers. Gellaitry says it’s ideal for his on-the-go lifestyle, which has taken him to now-favorite places like Norway and India over the last few years.
“I love tactile and functional clothing,” he replies, when asked about how he packs for travel. “I’m very into lots of pockets everywhere and definitely have too many jackets for my own good,” he says, adding that “I’m very particular with what suits me, so it takes a lot for me to be sold on something. That makes it rewarding when I find something that suits and fits right.”
Gellaitry has collaborated with everyone from PinkPantheress to Kaytranada, but the artist is gearing up to release his first solo album this year, telling Billboard that he’s currently “wrapping up” the final touches on the tracklist. “It’s my debut album, which is crazy since I’ve been releasing music for over 12 years now,” he says. “[It’s] nerve wracking, but fun.”
Did he pick up any inspiration from working with Stone Island? “The team made me feel super comfortable and it was inspiring seeing how efficient they were at operating the shoot,” Gellaitry says. “It was my first campaign too, so I’m delighted it was with my favorite brand.”
Shop Stone Island online at StoneIsland.com, and sites like SSENSE, Mr. Porter and Nordstrom. And see more from Gellaitry’s STONE ISLAND STELLINA campaign below.