Celebrity Name: Feid
Brand Name: Stone Island
Deal Type: Campaign Feature / Brand Partnership
Announced: March 3, 2026
Impact: Positions Stone Island at the center of Latin music culture while elevating Feid’s profile in the luxury fashion space ahead of what is shaping up to be a major crossover year for the Colombian superstar
- Colombian reggaeton superstar Feid has been named a new face of luxury Italian brand Stone Island, starring in their SS26 “Denim Research” campaign titled “Community as a Form of Research.”
- Feid is photographed wearing the brand’s ultra-bleached indigo denim coach jacket, shot by acclaimed photographer David Sims alongside a personal Q&A that dives into his daily rituals and creative identity.
- He joins British actor Charlie Hunnam in the campaign, with both celebrities selected to reflect Stone Island’s ethos of community-driven material innovation and cultural authenticity.
- The SS26 Denim Research collection, featuring enzyme-bleached garments and hollow fiber nylon pieces, went on sale globally on March 3, 2026.
Stone Island has tapped Latin Grammy Award-winning artist Feid as one of the new faces of its Spring/Summer 2026 “Denim Research” campaign, and the fit feels natural.
Launched on March 3, 2026, the campaign is built around Stone Island’s ongoing “Community as a Form of Research” concept, with the Italian brand expanding its denim line through innovative washes and boundary-pushing fabrics.
Alongside Feid, British actor Charlie Hunnam, whose deep connection to the brand stretches back to his cult 2005 film Green Street Hooligans, also stars in the campaign, with both figures chosen to embody the spirit of community and material exploration that sits at Stone Island’s core.
Feid wears the Indigo Denim-Ultra Bleached coach jacket, made from 13.5oz denim using a twill weave, which undergoes an enzymatic wash followed by chlorine treatment to achieve an ultra-light, heavily faded finish.
Shot by the acclaimed David Sims, the imagery is striking and paired with an intimate Q&A in which Feid reflects on morning rituals of gratitude, his dependence on music, and his signature color: “Always green. Green is energy, it’s money, it’s mountains, it’s life, it’s hope.”
This deal is one more sign that Latin artists are commanding major luxury fashion real estate. The momentum is undeniable: Rosalía fronted New Balance’s fresh 204L sneaker campaign and starred in Calvin Klein’s Euphoria Elixirs campaign, while Bad Bunny co-launched the BadBo 1.0 sneakers with Adidas in a deal that blurred the line between artist and brand architect.
Feid’s Stone Island placement fits squarely into this growing pattern — Latin superstars aren’t just being hired as faces anymore, they’re being chosen as creative collaborators whose cultural identity actively shapes the campaign’s story.
Takeaways
This campaign tells us something important about where luxury fashion is heading. Stone Island isn’t just looking for celebrities with big followings; it’s recruiting cultural icons whose personal identity and story naturally match the brand’s DNA.
Feid’s green-everything aesthetic, his grounded morning rituals, his Colombian roots? That’s not just a photoshoot, it’s a values alignment.
What also stands out is the decision to pair a Latin music superstar with a British actor in the same campaign. Stone Island is actively building a community that looks like the world, not just one corner of it.
Could this campaign accelerate Feid’s crossover into European markets the way similar partnerships have worked for other Latin artists? Does Feid’s Stone Island campaign change how you see him — as just a musician, or as a full lifestyle figure?
