No single brushstroke can represent a person as we all have many multi-colored facets is the latest theme in Mango’s Spring 2019 ad campaign captured by photographer Alasdair McLellan.
The campaign features familiar fashion players Adwoa Aboah, Jolie Alien, Luna Bijl, Sasha Pivovarova and Patrick Schwarzenegger whom we all know as models. However, on Mango’s canvas, the paint goes outside the confines of fashion’s borders to celebrate the talents other layers. Artists Jolie Alien and Sasha Pivovarova are called out as artists, drawing, and painting to showcase their other talents. Adwoa Aboah goes by the title of Activist, Luna Bijl as sporty Quadcross Rider, and Patrick Schwarzenegger as Actor/Entrepreneur to represent the broad strokes each paint in their lives.
The campaign is peppered with slogans such as “Let’s build the future, together,” “Our dreams will inspire culture,” and “We believe in the power of community.” These messages will continue throughout the season through various collaborations that will give its voice to other driving forces in the emerging cultural panorama, and will be unveiled on all Mango platforms with the hashtag #MangoNewVoices. To accompany the video the electronic sounds of the New York duo Chairlift, with the song I belong in your arms, form the soundtrack.
Overall the painting is pleasant but The Impression questions if it is alluring enough to give pause and draw the viewer in to explore its richness. Perhaps with more detail strokes to follow.
Photographer/Director | Alasdair McLellan Models | Adwoa Aboah, Jolie Alien, Luna Bijl, Sasha Pivovarova & Patrick Schwarzenegger Stylist | Camille Bidault Waddington Hair | Anthony Turner Makeup | Lynsey Alexander Location | Los Angeles, James Goldstein residence by John Lautner Music | I belong in your arms by Chairlift