'Ode to Summer' 2020 Ad Campaign by Riccardo Ruini
La Perla has released an ad campaign that uses the restrictions of quarantine to unique advantage. Utilizing a creative solution conceived by Riccard Ruini Studios to circumnavigate the limitations of self-isolation due to the pandemic, the brand sent their latest collection to photographer Henrik Purienne in the south of France, who was on lockdown there at a villa with his model girlfriend Natasja Madsen.
The resulting campaign is entitled “Ode to summer” and is an intimate portrait of a beautiful young woman, enjoying beautifully constructed swimsuits and lacey silk undergarments in a beautiful setting. The sun sparkles, and the silk gets wet and clings appealingly in all the right places. The audience is treated to an unadulterated “male gaze” which they can feel completely comfortable with, knowing that Madsen herself is comfortable and sheltering at home with someone she trusts. A quick scroll through Madsen’s Instagram shows that she is the type of person who feels secure in her own skin, as there are numerous shots of her sunning on the beach, which at first glance are not dissimilar to some of the photos from the ad campaign. However, what sets the campaign apart and makes it special are the casual moments in which Purienne captures Madsen seemingly unaware, when she is lounging or laughing in a way that appears completely unfeigned and natural. This touching chemistry makes sense because both the muse and artist are within the confines of their own home. Nonetheless, it makes one realize how rare it is to witness such heightened sensuality combined with body language that is genuinely relaxed and at ease. When Madsen stretches, dips a hand lackadaisically into the water, or hikes up her slip dress to capture a cool breeze, it gives the impression that we are bearing witness to personal moments in which she has completely forgotten that a camera is present.
According to the Riccardo Ruini Studio, the campaign is “a relaxed exploration of the feminine universe through a fresh and cheerful language”, and we concur. The result is a guilt-free thirst trap of the best sort, because it is impossible to view the campaign without wishing to be there with Madsen….or perhaps, to be her…idling the day away with a loved one on a sunny summer coastline.
Agency | Riccardo Ruini Studio Creative Director | Riccardo Ruini Photographer | Henrik Purienne Model | Natasja Madsen Location | South of France