Alan Crocetti’s Cruise campaign unfolds in the charged after-hours of club culture, a space where identity is porous, expression is instinctive, and style speaks before language ever arrives. This is not jewellery designed for distance or display. It lives close to the body: against skin, in sweat under strobes, in sunlit mornings, and in the quiet that follows the night.
Shot in collaboration with artist Deni Horvatic, the campaign draws on an intimate visual language that dissolves the boundary between subject and viewer. Horvatic’s scan-based portraits are captured from a shared point of view “I see you from exactly where you are” collapsing the usual distance of image-making. The result is a sense of impossible closeness, a near-merging of bodies and gaze, where intimacy feels both charged and unresolved. That tension becomes the emotional core of the campaign.
Within this world, jewellery doesn’t sit on the body, it fuses with it. Pieces appear to sink into skin, blurring the line between adornment and anatomy. Closeness, contact, and identity overlap until they are almost indistinguishable, reflecting the way club spaces allow for temporary reinvention and emotional exposure.
When Jewellery Becomes the Body
For Crocetti, this collapse between self and object is intentional. “Jewellery is part of our individuality,” he says. “It’s not separate from us, it becomes us.” His designs are shaped to feel innate rather than applied, as though they have always belonged to the body they inhabit.
The Cruise collection moves fluidly between restraint and intensity. Minimal forms are designed to layer like a second skin, while bolder statements catch and fracture light with every movement. Sensual silhouettes meet assertive structures, echoing the duality of nightlife, softness brushing against hardness, and vulnerability against power.
This is jewellery as a personal language, shaped by movement, memory, and desire. A quiet tribute to those who dress and undress for themselves, for the night, and for the fleeting emotions that only exist in the dark. In Alan Crocetti’s Cruise campaign, self-expression is not performed. It is felt, worn, and lived.
