Civerino’s X SMI-Lifestyle
Fashion truly meets lifestyle with SMI. Based on Edinburgh’s Thistle Street, SMI-Lifestyle has become known for blending premium sportswear with everyday street fashion, regularly collaborating with brands and local businesses to push the store’s style far beyond its city-centre base.
Client
SMI-Lifestyle & Civerino’s Pizza
Year
November 2025
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CIVERINOS’S PIZZA JOINT, FORREST ROAD.
The Perfect Canvas
For this campaign, we partnered with SMI-Lifestyle on the release of the new Salomon shoes, alongside selected pieces from Postal Clothing, another independent brand rooted in modern outdoor and city culture. To bring the look and feel of the collection to life, we shot the campaign at Civerinos on Forrest Road - one of Edinburgh’s most recognisable pizza spots and a long-time supporter of the city’s creative scene.
The location’s bold lighting, atmosphere and energy gave us the perfect canvas to blend fashion with the rhythm of everyday city life. The final visuals capture the authenticity, character and community that sit at the heart of SMI’s identity - and showcase how the brand continues to champion local culture through collaboration.
