Blumarine Spring 2022 Ad Campaign

Review of Blumarine Spring 2022 Ad Campaign with Photographer Harley Weir with models Eleonora Ehrnstrom, Elisa Nijman

Blumarine throws it back with a new campaign for Spring 2022 by photographer Harley Weir.

The house’s Spring 2022 collection was a dream come true for fans of late-90’s and early 2000’s fashion (they exist!). Rife with denim butterflies, low waists, rhinestone-bedazzled pink sunglasses, and a tongue-in-cheek embrace of cheuginess, the collection made us feel like we had been transported back in time.

Taking her cue from this aesthetic influence, Weir’s photographs hearken back to the bold and bright fashion editorials of that era. She captures her bombastically blonde models before a hot pink background. Their bodies intertwining, it’s difficult for us to tell whether they’re embracing or fighting over a bag, and this ambiguous but undeniable energy propels the imagery forward.

Balancing nostalgically overwrought stylistic complexity with a clear, hyper-pop sensibility of image, the campaign is a joyful and dramatic injection of pop nostalgia.