Blumarine Spring 2024 Ad Campaign

Review of Blumarine Spring 2024 Ad Campaign by Creative Director Walter Chiapponi with Art Director Christopher Simmonds and Photographer Larissa Hofmann with models Ida Aduke, Lola Elvis, Jada Layefa, Emmi Boehm, and Alma

Blumarine embarks on an intimate new era with its first campaign under the creative direction of Walter Chiapponi. The incoming designer teamed with art director Christopher Simmonds and photographer Larissa Hoffman to realize his forward vision for the brand.

Though Chiapponi oversaw the the image of the campaign, the featured looks themselves are actually from Nicola Brognano’s final collection for the brand, so the campaign thus marks a kind of seamless transition from one creative world to the next.

The campaign’s spirit is one of intimacy and genuineness. The cast of eclectic young models quietly occupy an apartment in Berlin, where they are captured in individual portraits against everyday domestic backdrops. The Y2K glam of Brognano’s designs still come through and elevates these scenes, but it also feels truthfully recontextualized, as if these characters have just sleepily arrived back home after a night out.

It’s impressive that Chiapponi is able to pick up the thread so seamlessly from Brognano and take the brand image in a quite different direction without making the campaign feel imbalanced or out of place. With most transitions like this one, we feel the absence between the two creative directors, but here Blumarine has pivoted with impressive agility. No doubt it helps to have a strong art director like Christopher Simmonds, who has helped to define the iconic images of Glenn Martens’ Diesel and Alessandro Michele’s Gucci, to name just a few great examples.

We’re looking forward to see the team making more magic together. This is an intimate and enthralling first chapter, and we can’t wait to see where it goes once Chiapponi’s fashion vision comes on the scene as well.