Business On Top

Business On Top was a Saint and Sofia SS20 campaign inspired by the rise of video-call dressing during the global pandemic. Playful and self-aware, the campaign explored the contrast between polished tailoring and relaxed comfort through a series of tongue-in-cheek looks styled for life on screen. Sharp blazers, elevated tops and statement accessories were paired with laid-back essentials, capturing the humour and reality of working from home. Business On Top reflected a cultural moment with wit and creativity, blending contemporary fashion with the changing rhythms of modern everyday life.