Borsalino presenta la collezione Primavera-Estate 2020, realizzata sotto la direzione artistica del Creative Curator Giacomo Santucci, con un’anteprima della campagna di comunicazione firmata dal fotografo Joseph Cardo. Continua la strategia di rilancio del marchio che, traducendo il proprio Dna in canoni estetici contemporanei, mira a restituire ai cappelli Borsalino il loro supremo valore di simbolo culturale, codice comunicativo, segno di appartenenza e sintesi di stile.
“La nuova bellezza Borsalino s’ispira a un periodo speciale della storia del marchio, la seconda metà dell’Ottocento in cui si sviluppa il movimento Arts and Crafts e nasce il design” dichiara Giacomo Santucci.
“Gli stilemi di quel periodo reinterpretati in chiave contemporanea nella collezione Primavera-Estate 2020 dialogano con il mondo attraverso i miei interventi pittorici sulle immagini della campagna di comunicazione. È un approccio ironico e pop alla fotografia pittorica che propone un’idea di bellezza contagiosa. L’obiettivo è ispirare nel pubblico la voglia di giocare con i cappelli Borsalino, il coraggio di osare, la libertà di esprimersi e trasformarsi pur rimanendo sempre se stessi”.
“Per la campagna di comunicazione Borsalino Primavera-Estate 2020 ho utilizzato la tecnica della doppia fotografia” dichiara Joseph Cardo. “Ho ritratto modelle e modelli utilizzando degli sfondi per poi rifotografare i miei scatti dopo gli interventi pittorici di Giacomo Santucci. In questo modo, con una tecnica speciale, ho donato tridimensionalità alle immagini per enfatizzare l’approccio Arts and Crafts”.
Le immagini della nuova campagna di comunicazione, con protagonisti Vika Evseeva, May Tager, Afrodita Dorado, Gia Tang, Jerry Koivisto e Ward Strodman verranno mostrati in anteprima nelle vetrine delle boutique Borsalino e sui social network della Casa di Alessandria.
Max Mara FW ADV Campaign
The Max Mara woman has come a long way in the 70 years since she first became not only the inspiration for the collection but its reason for being. From home front to highest office, the modern Max Mara woman is now a royalty in her own right. The AW21 advertising campaign is a celebration of the indomitable individualism that brought her here.
Trailblazing, ground-breaking, pioneering, radical, tenacious, commanding, self-assured, accomplished, witty and wise, the casting reflects the intelligence of our heroine and the power that makes others rise to meet her. She may sulk or seduce. She may govern or nurture but she lives fully, takes opportunities and has adventures. Individuals all, the women of the Max Mara family are united by one thing: they are alike only in their uniqueness.
Photographed and directed by Steven Meisel who has been collaborating with Max Mara for more than 20 years, the campaign celebrates a range of ages and nationalities.
Featuring Chloe Oh, Amar Akway, Sofia Steinberg, Jits Bootsma, Mona Tougaard and Malgosia Bela the casting is a reflection of the global family that is the Max Mara customer in our platinum jubilee.
Since 1951, the Max Mara success has relied entirely on how well it serves her. A wardrobe that is in lockstep with her constantly changing needs and also has the integrity to build into a timeless ally – her forever wardrobe. The style is Anglocentric but with a distinctive Italian accent giving a leading role to the thornproof tweeds and arans of the British countryside enriched with the luxury of Italian cashmere and craftsmanship. It is a collection fit for a very modern royal family.
Dsquared2 FW21 ADV Campaign
A poetry of touch and togetherness unfolds in Meantime, the new Fall-Winter 21 campaign from Dsquared2.
At once nostalgic and immediate, Alasdair McLellan’s photographs evoke a recognizable language of kinship and joyfulness. The imagery follows a heterogenous group of young friends, brought together by their shared values and affection for one another. The looks of the new collection underscore this sense of character and narrative: an homage to the eclectic culture of creative directors Dean and Dan Caten’s home of Canada, the pieces form a literal and figurative patchwork of expressive elements, disparate but united.
This feeling of comfort and togetherness is embodied in an artful focus on touch and physical connection between the protagonists: an embrace, a handheld, or even just a knowing look that only a friend can understand. Especially in light of the past year and a half of global lockdowns, this possibility of physical connection feels both joyful and melancholic – the warmth and immediacy of touch coupled with the distance of memory, a duality reflected in the photographs appearing in both color and black-and-white.
Hand-written text alongside the images examines and develops this mood of extroverted introspection. Falling somewhere between a diary entry, a poem, and a fleeting thought, the words capture the rawness and excitement of making a deep human connection – which can be instantly felt, but often is not recognized until later. The feeling of longing or nostalgia initially suggested becomes instead a quiet gratitude, a recognition that although these moments are past, they remain alive by shaping the present.
Capturing all the joy and longing of these in-between moments through a universal language of touch and togetherness, the campaign serves as both a document of emotional remembrance for the past year and a half of collective meantime, and a roadmap to help us find our way back together.
Directed by Alasdair McLellan @ Art Partner
Creative Director: Giovanni Bianco @ GB65
Starring: Lila Moss, Stella Jones, Iris Law, Georgia Palmer, AJ, Finley Williams, Keone Pillay, Oliver Rice, Oisin Murphy, Sam Majka
Casting: Piergiorgio Del Moro @ Exposure NY
Styling: Vanessa Reid @ Streeters
Movement Director: Pat Boguslawski @ Streeters
Make Up Artist: Lynsey Alexander @ Streeters
Hair Artist: Anthony Turner @ Streeters
Manicurist: Lorraine Griffin
Set: Patience Harding @ The Magnet Agency
On set Partner Films
AMI – Fall-Winter 21 Campaign
AMI celebrates the f.AMI.ly, its community, in its Fall-Winter 21 campaign shot by Luis Alberto Rodriguez, marking the first collaboration between the American photographer and dancer, and the Parisian house.
Conveying a variety of feelings, each photo is an evocative portrait, a new chapter in the story of a close-knit group.
The mood delicately echoes the spirit of AMI and its values of love, friendship and inclusion. The campaign celebrates the need to be together, and an infinite diversity of relationships and human connections – partners and lovers, chosen and biological families, acquaintances and best friends…
Real people from various walks of life and with creative backgrounds -dancer, architects, actress- are casted as the main characters of the mostly black-and-white portraits. The gallery of images features a moving mother-and-son photograph of Alexandre Mattiussi, AMI’s founder and creative director, and his mother Chantal.
The overall attitude is collected, at times reflective.
Inspiration draws from New York in the 90’s, and the unique imagery of fashion catalogs of that era; AMI’s models stage similar interactions in candid poses, in a series of striking full-body shots.
The wardrobe, a central concept and the heart of AMI’s DNA, is reinterpreted with a similar, minimalistic, 90’s vibe – from oversize coats, chunky knits and baggy jeans.
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