Magliano Fall 2024 Ad Campaign

Review of Magliano Fall 2024 Ad Campaign by Creative Director Luca Magliano and Photographer Camille Vivier

Magliano explores the complex identities of outsiders with its dreamy and theatrical Fall 2024 campaign shot by photographer Camille Vivier.

Anchoring the portraits is an excellent cast that is truly diverse in age, race, and gender expression. This is the kind of casting that proves that when mainstream fashion brands talk about valuing diversity, they usually only mean it in a limited way, but when we actually get a rare campaign that truly embraces diversity, it is unmistakably powerful, challenging, and beautiful.

Shot in both rich color and black and white, Vivier’s portraits of these characters from the fringes of fashion have a vintage and surrealist, almost dadaist quality. Some of the compositions feel like fairly straightforward portraits: a person smoking a cigarette before the rhythmically horizontal open slats of a window blind, someone sitting in an arm chair. Others are more theatrical and staged, like the one where a character opens a door that has no doorframe, or the portrait that suggests a sad and lonely birthday party. Though indebted to the work of boundary-pushing 20th-century photographers like Peter Hujar, Cindy Sherman, and Man Ray, Vivier brings her own distinct sensibility to lensing these deconstructed scenes.

Luca Magliano’s twisted takes on vintage wardrobe classics have always been informed by his love for undocumented queer subcultures and communities of outsiders. Lush and enigmatic, the campaign extends this practice with a beautiful ode to fearlessly original individuals.