Francesco Risso will become creative director of the label.
The designer had most recently been freelancing after running his own label and working at Cerruti and Jack Wills.
The campaign is another step in the brand’s reimaging and turnaround efforts.
At 28 years old, he is the youngest to shoot the campaign, which in previous years was shot by Richard Avedon, Helmut Newton and Annie Leibovitz, among others.
One winner will create a print for the designer’s fall collection.
The event is part of a larger strategy by parent GFM Industria SpA to step up the brand’s visibility globally.