Lorenzo Posocco’s “Found Family” with MAX&Co.: A Capsule Rooted in Memory, Modernity, and Meaning

In fashion, few names today command a vision as distinct, and emotionally resonant, as Lorenzo Posocco. Known for crafting cinematic style narratives for the likes of Dua Lipa, Troye Sivan, and Elodie, Posocco’s work blurs the line between editorial poetry and wearable statement.

Now, in an intimate and intentional collaboration with MAX&Co., the Italian stylist and creative director introduces “Found Family”—a Spring/Summer 2025 capsule that reimagines the clean aesthetic codes of '90s minimalism through a deeply personal lens of belonging, identity, and connection. Before the world knew him for dressing music’s most magnetic stars or consulting for global fashion powerhouses like Bvlgari, Valentino, and YSL, Lorenzo Posocco was a curious teen from Conegliano, a small northern Italian town nestled between vineyards and silence. That quietude became the fertile ground for creative restlessness, a desire to escape, explore, and, eventually, define his place in a world much louder, faster, and more visual than the one he grew up in.

JDEED spoke to Posocco to know more.

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The Capsule: Found Family

At the heart of Posocco’s MAX&Co. collection is a narrative: one that weaves together the simplicity of school portraits with the nostalgic cool of ‘90s uniforms, tailored for a multi-generational, gender-inclusive audience. Think structured silhouettes with softened edges, timeless pieces that speak to versatility and emotion rather than trend cycles. Inspired by a Vogue Italia shoot from the ‘90s, this capsule is built to last—not just in construction, but in memory.

“I didn’t want nostalgia for nostalgia’s sake,” Posocco tells JDEED “It’s about taking the essence of that decade—the minimalism, the clarity—and shaping it for now. For a world that’s rediscovering the value of connection.”

The Conversation: 10 Questions with Lorenzo Posocco

Your journey began in Conegliano. How did growing up there shape your aesthetic?
Coming from a small town sparked this obsession to see more. I spent my teenage years buried in magazines, films, books—anything that felt like an escape. That hunger stayed with me. My work today is still very much about discovery and emotional research.

You’ve transitioned from marketing to styling to creative direction. How do you balance commerce and creativity?
I don’t separate the two. Selling a garment is fine, but telling a story around it? That’s what makes it matter. I always push for narrative, even in the most commercial settings.

From The New York Times to Versace—how do you protect your creative integrity in big collaborations?
By listening first. I immerse myself in the brand’s DNA. I don’t force my vision—I build from theirs. That dialogue is where the best work happens.

You’re inspired by the ‘90s. How do you reinterpret it without falling into nostalgia?
I grew up in that decade, so it’s naturally in my visual language. But for Found Family, I looked at uniforms, minimalism, and reworked them in a modern way—something inclusive, sharp, but never cold.

What does “Found Family” mean to you beyond this collection?
I moved abroad young. I built my own support system—my chosen family. That shaped me. It’s a recurring theme in my work, and even more in my life.

The capsule plays with contrast: streetwear vs. minimalism. Is that tension intentional?
Not consciously. I lived that mix. Calvin Klein minimalism coexisted with Gianni Versace boldness. That contrast became natural to my style.

‍What defines a great stylist–photographer dynamic for you?
Trust. I’ve worked with David LaChapelle, Sorrenti, Hugo Comte—they all bring different magic. My role is to support that vision, not dominate it. The magic is in co-creation.

Why Michael Bailey-Gates for the MAX&Co. campaign?
Michael’s work has a softness and strength I love. There’s a quiet nostalgia to his images, but they’re undeniably now. He reminded me of Avedon—timeless but bold.

What do you want someone to feel wearing your pieces?
Not just seen—understood. If someone chooses to wear one of my designs on a regular Tuesday, because it makes them feel like themselves, that’s everything.

Lorenzo Posocco isn’t just building a capsule. He’s building a world. One stitched with emotion, intellect, and intentionality. Found Family isn’t about who you were born to, it’s about who you become when you find your people, your purpose, and the clothes that hold space for both.

And in a fashion landscape often obsessed with spectacle, Posocco’s quiet power lies in crafting pieces—and stories—you want to live in.

Discover more and shop on MAX&Co, here