In the campaign for Dirk Bikkembergs' Spring/Summer 2017 collection, Mel Bles emphasized the power of the male physique by combining statuary beauty with a touch of refined eroticism.
This choice gave the campaign a distinctive and contemporary sensibility, as well as a deep reworking of the brand's visual identity. The setting and framing added an enticing dimension to the campaign, suggesting an intriguing and mysterious visual narrative.
This approach helped underline the brand's repositioning, adding an element of freshness and modernity to its image. Body language emerged as the protagonist of the campaign, with spontaneous and dynamic movements infusing the images with lively energy. This helped create an atmosphere of desire and allure, capturing viewer's attention and conveying a sense of vitality and youthfulness.

Credits: Mel Bles