ARTURO OBEGERO | SS22 | EUPHORIA

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As Arturo Obegero continues to build his international profile through Paris Fashion Week, the SS22 Euphoria presentation remains a landmark reference point for XR-integrated runway storytelling, a format that has since become a defining aesthetic of mid-2020s fashion filmmaking.

Arturo Obegero and the SS22 Euphoria Vision

Spanish-born designer Arturo Obegero presented his Spring/Summer 2022 collection, titled Euforia, during Paris Fashion Week as a cinematic fashion film rather than a conventional runway show. The decision was deliberate and conceptually rigorous: Obegero has long positioned his practice at the intersection of couture craftsmanship and visual storytelling, and the SS22 season gave that philosophy its fullest expression to date.

The collection itself draws on a heightened emotional register, one where joy, sensuality, and liberation are rendered through fabric, silhouette, and movement. Obegero’s signatures are present throughout: intricate embroidery executed by collaborator Thibault, sea glass detailing sourced through Alvaro Martinez and Compagnie du Verre, and a casting philosophy that centers diverse, expressive talent over conventional runway archetypes. The result is a collection that reads as both deeply personal and broadly resonant, speaking to a generation of fashion consumers who expect clothes to carry emotional weight alongside aesthetic intent.

Shoes by Buanne complement the overall sensibility, grounding the collection’s more ethereal qualities in tactile, wearable form. Press representation through Alexis Djouahra at Totem Fashion ensured the presentation reached the appropriate critical and editorial audiences across Paris and beyond.

Extended Reality and the Future of Fashion Filmmaking

One of the most technically ambitious aspects of the SS22 Euphoria presentation is its integration of extended reality production, handled by the XR specialists at Mado.XR. Extended reality, which encompasses augmented, virtual, and mixed reality environments, had emerged in the early 2020s as a credible alternative to physical runway infrastructure, accelerated in part by the production constraints of the pandemic era. Obegero’s team deployed XR not as a novelty but as a narrative tool, using immersive visual environments to amplify the emotional themes of the collection.

Cinematography by Hugo Valentine and lighting design by Bellocherom1 work in concert with the XR environments to create a visual language that feels cohesive rather than fragmented. Technical partners PRG France, Arri France, and TSF provided the equipment and infrastructure necessary to execute the vision at a professional broadcast standard. The editing, credited to E.G Awakening, brings the footage into a final form that functions as a standalone artistic work, not simply a promotional vehicle.

Movement direction by Nicolas Huchard adds a choreographic dimension that distinguishes the film from static lookbook formats. The result is a piece of fashion cinema that has retained its relevance in archive discussions of mid-2020s XR-integrated runway storytelling, a format Obegero helped to define at the Paris Fashion Week level.

Creative Collaborators and the Collective Behind the Collection

The Euphoria presentation is the product of an unusually dense creative network, one that reflects Obegero’s commitment to collaboration as a structural principle rather than a practical necessity. Film direction by Marc Ippon Deronda shaped the visual grammar of the presentation, while artistic direction and production through Ato Designs provided the conceptual scaffolding that holds the various elements together. Music by Kiddy Smile and Jerem Chatelain supplies an emotional and rhythmic foundation that is inseparable from the collection’s identity on screen.

The beauty team, comprising makeup artist Hicham Ababsa, nail artist Lora de Sousa, and hair stylist Andrea I Hair, contributes a grooming aesthetic that reads as considered and intentional rather than incidental. Collectively, these choices communicate a designer who approaches the totality of a look as a unified statement.

The talent roster, including Brinal Shetty, Sha5di, Isaac Taylor, Zino Cobain, Ruth Ikondo, Hotline Intl, and Mengyume, reflects a casting sensibility that prioritizes presence and individuality. First assistant director Caroline Lefrere and collection assistant Giovanni Pacienza round out a production structure that, despite its breadth, maintains a clarity of vision attributable to Obegero’s creative direction. Photography by Daria Senin ensures the still image archive of the collection matches the ambition of the moving image work.