Götti Switzerland is launching a new campaign featuring portraits that highlight style as an expression of identity, culture, and self-realization.

Under the slogan “NEVER NOT IN STYLE SINCE 1998,”Götti presents its latest campaign – an intimate and visually distinctive project that invites a personal and inclusive dialogue about style. Not just as fashion, but as a reflection of individuality, culture, and identity. Based on the idea that style is something deeply personal and unique to every individual, the campaign encourages reflection on what style means, how it shapes identity, and influences everyday life.

Through authentic storytelling and cinematic portraits, the project celebrates individuality while reaffirming Götti’s longstanding commitment to timeless design and personal expression. The campaign combines portrait photography and videos into an authentic visual experience. The focus is on individuality.

The project centers on four Swiss protagonists from the worlds of film, architecture, photography, and music – actor and singer Carlos Leal, architect Jasmin Grego, photographer Kim Pham, and musician Luca – each of whom brings their own perspective on style, creativity, and identity. Their presence lends authenticity and timeless aesthetics, underscoring the principle that style goes far beyond trends and fashion.

The campaign, created by Swiss photographer Kostas Maros, employs a cinematic and painterly visual language characterized by soft lighting and dark tones. Inspired by the Dutch master Rembrandt and his famous use of light-dark contrasts, the visual language explores the emotional relationship between light and shadow while maintaining an unmistakably contemporary aesthetic.

“The campaign is based on a visual style I often use in my portrait work – atmospheric images with darker tones and warm, slightly desaturated colors,” said Kostas. “Hand-painted backgrounds were also used, which lend the images an additional painterly aesthetic.”

For the campaign, Kostas relied on the ALPA precision camera, which is manufactured in Switzerland. It is a medium-format camera primarily used for architectural photography. “I’ve been working with the Alpa for several years now, especially on personal artistic projects,”Kostas explained. “Most recently, I was honored at the 2026 Swiss Press Award for a portrait series of people swimming in the river Rhine, which I photographed with the ALPA. Until now, I had never used the ALPA for commercial work. It’s a very deliberate and slow way of working – the number of images produced is much lower, and the process becomes more focused and conscious. The campaign revolves around four personalities who engage with the theme of style. By featuring figures from the fields of art, architecture, photography, and music – all of whom share authentic and personal perspectives while embodying certain values – the campaign achieves a natural authenticity and a credible aesthetic.”

By blending influences from the visual arts with contemporary portrait photography and authentic storytelling, NEVER NOT IN STYLE SINCE 1998 creates a visual and emotional dialogue about what style means today – individual, changing and deeply human.

The campaign and collection are available at Götti Switzerland partner stores. gotti.ch/stores