Aethos Unveils Its Next Chapter in Experiential Luxury Shot by Cameron Hammond

Aethos returns with the second chapter of its evolving brand narrative, “The Rules Are Different Here,” a campaign that continues to challenge the conventions of traditional luxury hospitality. Shot by Cameron Hammond at Aethos Mallorca, the imagery leans into a cinematic, almost surreal rhythm, one that mirrors the experience of staying within the Aethos universe. Featuring Stella Maxwell, Bruna Lirio, and Aleksa Gavrilovic, the campaign unfolds as a sequence of moments across the property, from intimate interiors to expansive outdoor settings. Rooms, pools, spas, boats, and beaches become stages for discovery, where each scene captures a shift in mood, an invitation to engage with hospitality in a more instinctive, less structured way.

There is a subversion embedded in the imagery. In one scene, Stella Maxwell and Bruna Lirio appear beneath the surface of a pool dressed for the evening, transforming a familiar setting into something unexpected and surreal. In another, the spa becomes a place not of routine wellness but of personal escape, where the idea of switching off is reclaimed on individual terms. As Lily Wecker explains, the campaign is less about literal storytelling and more about capturing a spirit of release, where people feel lighter, freer and less defined by the structures of everyday life.

The concept is brought into the physical world through a pop up experience in Milan running from 6 to 10 May, alongside a limited edition coffee table book and dedicated programming across all Aethos destinations. These elements translate the campaign into something tangible, reinforcing Aethos as a brand that offers a place a way of experiencing time, space and self on entirely different terms.