RCANO’S Spring Summer 2017 campaign was photographed in the Italian city of Milan, one of the most important fashion capitals. This season RCANO did something different by shooting in a skate park, with a meticulous, passionate and edgy look, nevertheless keeping focus on fashion and lifestyle.

The irregular shaped bowl, made of concrete, is the key source of inspiration for this season’s campaign. It represents a playful space and gives character and architecture to every garment in the collection. The fresh and young colors used in the designs together with the structured prints give a sportier and chic look combined with a comfortable retro inclination.


The collection’s garments are inspired by the sun, earth and sea, using tropical prints and giving a modern representation of the Hawaiian shirt by introducing the Cuban collar. The names of each piece are based on an island that inspired the designer to create a specific shirt; and its culture and symbolic elements are incorporated into each garment.

This collection mainly focuses on a mixture of short and long sleeve shirts in combination with new collars, and as always focusing on the attention to detail such as buttons, cuffs, collars; and added embroidery to tailor made suits and jackets. The new colors of the season are light blue, yellow, pink and pastel tones. This collection is epitome since it is ideal for any occasion from beachwear, business wear, to party attire.

Through the lens of German photographer Dino Busch, this campaign is starring European Models Gijs Depoortere from Belgium, represented by Dune Models London and Luca Pellizzoni from Italy, represented by Joy Models Milano.

This summer RCANO will keep you fresh, elegant, and in style; the collection is already available at www.rcano.co and partner online stores in March 2017.

Photography:  Dino Busch