Axel Arigato
Axel Arigato is a Swedish fashion label founded in 2014 by sneaker enthusiasts Max Svärdh and Albin Johansson. Infused with Swedish and Japanese influences—“Arigato” translates to “thank you”—the brand focuses on minimalist design, sustainability, and affordability.
It first gained momentum on Instagram before expanding into physical stores, including a flagship in London’s Soho. Offering footwear, apparel, and accessories for men, women, and children, Axel Arigato sources premium materials from Italy and Portugal while championing inclusivity and cultural connection. With multiple retail locations and an international shipping model, the brand continues to evolve through innovative marketing and a loyal global community.
Capturing Axel Arigato’s Vibrant Paris Fashion Week Party
Axel Arigato asked us to document their Paris Fashion Week party, not just the guest-list or the clothes, but the energy. The vibe in the room. The noise. The fashion crowd in their element. Rappers performing, friends dancing, the right kind of chaos unfolding. Nothing polished. Nothing posed. Just raw, immediate footage that felt like being there.
Working directly with the Axel Arigato marketing team and their crew on the ground in Paris, we developed a loose art direction ahead of the event, enough to guide the tone and pace, but flexible enough to adapt in real time. The shooting was intentionally unstructured. We moved with the party, letting instinct and atmosphere shape the lens. It was fast, handheld, alive.
The real challenge? Turning it around at speed. Within 24 hours, we’d edited, graded, and delivered a one-to-two-minute hero film alongside cutdowns tailored for social. Quick enough to ride the wave of post-event conversation, when people were still tagging, sharing, and scrolling.
The film was picked up and shared widely, extending the brand’s presence far beyond the room. For a night designed to show what Axel Arigato stands for, style, community, energy, it became a piece of content that didn’t just report on the party. It was the party.
Axel Arigato - Paris Fashion Week Launch Party Shoot
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