FW25 Campaign

Shot in infrared, the FW25 campaign by Bella Newman renders the world in black and white, exposing what usually remains unseen. Set deep in the swamps and cave systems of the southern Appalachian range – across Alabama and into Cave Spring, Georgia – we follow a cast of characters both on the hunt and on the run. Stalked by an unseen beast whose vision pierces the visible spectrum, the landscape shifts into something alien. Skin turns to clay, eyes become voids, veins surface like roots under pressure. Life in infrared, as meteorologists use to foresee the future; and crime scene investigators to see the past.

In this altered perception, ROA introduces a collection designed for transformation: FW25 collection merges the high-performance ethos of alpine gear with an urban, adaptable silhouette. In the stark language of thermal imagery, the FW25 campaign captures an outdoor performance seen from beyond the edge of perception.