Review of Marni Fall 2020 Ad Campaign by agency Maybe, Creative Directors Charles Levai & Kevin Tekinel & Photographer Arnaud Lajeunie
Marni blurs the line between the natural and the artificial in a new campaign for Fall 2020. Working alongside Maybe Creative Directors Charles Levai and Kevin Tekinel, photographer Arnaud Lajeunie captures the collection at a secluded location in the French countryside.
Shooting in both color and black and white, Lajeunie makes smart use of longer exposure and motion blur to create a sense of movement and continuity between the models and the space around them. The collection is characterized by its use of pattern, prints, and bright colors, and Lajeunie situates these features in conversation with elements of the natural world. The distinction between human body, piece of clothing, and part of nature is broken down and made fluid.
The cast of models embody the colorful beauty of diversity and fluid gender expression. Lajeunie captures them alone or in pairs as they take on expressive poses.
By coupling this organic and spontaneous human beauty with its interpenetrative aesthetic of nature and art, the campaign becomes a promising portrayal of a humanity in harmony with itself, its creations, and the natural world around it.
Agency | MAYBE
Creative Directors | Charles Levai and Kevin Tekinel
Photographer | Arnaud Lajeunie
Models | Hanabi Campbell, Ildjima, Luna Aharst, Rose, and Samuel Brioul Depauw
Stylist | Georgia Pendlebury