Aethos challenges the conventions of luxury hospitality in ‘The Rules Are Different Here’ brand campaign

The campaign mirrors the rhythm of a stay at Aethos. Featuring Stella Maxwell, Bruna Lirio and Aleksa Gavrilovic, it captures cinematic moments unfolding across the hotel and its surroundings — from room to pool, spa, boat and beach. The narrative follows the characters as they move through these spaces, discovering experiences along the way and offering an immersive perspective on the Aethos way of staying. 

In one scene, Stella and Bruna appear beneath the surface of the pool, dressed for the evening rather than the water. It’s a playful moment that blurs the lines between time, place and expectation. In another, the spa becomes less about relaxation and more about switching off and being on your own terms.

‘This second chapter builds on our first campaign in Sardinia,’ says Lily Wecker, CEO of Aethos. ‘It captures a feeling: moments when people are lighter, freer and less defined by routine. It’s not about literal scenes, but about the spirit of letting go and stepping outside the everyday.’

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The concept extends into a pop-up in Milan, located at Corso Garibaldi 83, from 6–10 May, offering a physical entry point into the Aethos world. Designed in collaboration with Burro Studio, the space invites guests to engage with the brand through a series of interactive moments and the chance to win stays and selected prizes.

The programme continues at Aethos Milan throughout the week, with a series of events and gatherings open to the public that connect the campaign to the property’s rhythm and its private members’ club community. Participants can expect a series of rule-bending experiences, from wellbeing sessions such as Gua Sha yoga and mixology classes to a running club and cinema nights — all under the banner of “The Rules Are Different Here” — culminating in the biggest standout headline event on Saturday, 9 May.

The activation is supported by Martini, Cafezal Milano, Manduka, NOAM, Resør, The Doping and Woods Copenhagen, each contributing to different aspects of the programme in line with Aethos’ focus on well-being, culture and connection.

Aethos also introduces a limited-edition coffee table book featuring previously unreleased photography from shoots in Aethos Mallorca and Aethos Sardinia. Copies will be shared with select partners and collaborators, with a limited number available across Aethos destinations. The release is accompanied by a capsule T-shirt collection, available in hotel shops and online.

Starting in May, The Rules Are Different Here comes to life across Aethos properties through a series of on-site touchpoints — from unexpected experiences, such as immersive dinners built around an Aethos-designed card game, to in-room moments that carry the idea into the everyday guest journey.

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About Cameron Hammond
Cameron Hammond is an Australian photographer working across fashion and lifestyle. Known for his use of natural light and a sense of movement, his work has been featured in campaigns and editorials for brands and publications including Rhode, Sommer Swim, Vogue, Elle, and Playboy. He frequently collaborates with his wife and creative partner Rachel Gill. For Aethos’ campaign, The Rules Are Different Here, Hammond brings his distinctive visual approach to hospitality.

About the Brand Campaign – “The Rules Are Different Here”
The Rules Are Different Here brand campaign formalises what Aethos has represented since its founding in 2018: a deliberate break from legacy luxury codes. The campaign is redefining modern luxury by stripping away the formality and perfectionism traditionally associated with five-star hospitality.