Bold, colorful, and elegantly simple, the latest ad campaign from Alberta Ferretti perfectly matches the clothing it celebrates.
The Spring 2020 campaign succeeds through letting the clothes – and the women who wear them – speak for themselves. Photographer Karim Sadli set his models against simple monochrome backdrops. In most of the images, the background is the same vibrant color as the dress worn by its subject, achieving a cohesive image that highlights the strength of the design. Interestingly, the images that feature a contrasting backdrop have a similar effect: we gain a sense of the inner harmony and strength of the design, even though it is situated in an opposite context.
The accompanying short film uses the same motifs of solid color and minimalism, using the motion afforded by the medium to highlight the character of the clothing. Closeup shots of cascading fabric and a focus on the movement of the models’ bodies remind us that an article of clothing is not merely a static object, but a dynamic entity that takes on meaning from its context in time and space, and from the person who wears it.
Spring is a season of color and new life, and designers and their creative teams seem especially aware of it this year. We have seen several recent campaigns strip down to the basics of light and color, and this campaign, with its forceful use of harmony and contrast, forms an exciting new entry in that conversation. Alberta Ferretti knows that bold is beautiful.
Alberta Ferretti Creative Director | Alberta Ferretti Agency | Buero Creative Director | Heiko Keinath Photographer | Karim Sadli Models | Adut Akech & Vittoria Ceretti Stylist | Aleksandra Woroniecka Hair | Damien Boissinot Makeup | Hiromi Ueda Casting Director | Piergiorgio Del Moro Location | Paris
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