Marni’s artistic director team of Francesco Rissomost and Lawrence Steele melded art and fashion for their Spring 2019 collection that it is little wonder the ad campaign lensed by Jamie Hawkesworth and art directed by Giovanni Bianco would do the same. Reflecting upon the relationship between the artist and his muse the work reminds us of one part Picasso, one part Mona Lisa, and a whole lot of Pygmalion.
Pygmalion is an Ancient Greek tale of a sculptor who carved such a realistic and beautiful woman out of ivory that he fell in love with it. When the festival of Aphrodite came, he made an offering to the goddess of love confusing his wish for a bride as the “living likeness of my ivory girl.” Upon returning to his studio and kissing his creation, she changed into a woman who Pygmalion later married.
The tale went on to influence everything from Sleeping Beauty to Pinocchio. George Bernard Shaw wrote a play of the same name in 1913 which later became the foundation for another fashion favorite, My Fair Lady.
Model Jess Maybury plays the role of muse here to its fullest, evoking the face of Picasso renderings with eyes that follow like another famous artistic beauty. Bianco and the team at his agency GB65 art directed with a peculiar usage of light that recreates an intimate atmosphere inspired by Flemish paintings, while Maybury’s gestures convey the feel of renissance subjects.
The result is a campaign worthy of framing to view every so often as one does the work of a talented artist, discovering new details while contemplating the meaning of it all and how it relates to today. Ultimately the piece is like Pygmalion’s creation come to life, and one The Impression helps draw others into Marni’s artisanal fold.
Marni Creative Director | Francesco Risso Marni Associate Creative Director | Lawrence Steele Agency | GB65 Creative Director | Giovanni Bianco & GB65 Photographer | Jamie Hawkesworth Model | Jess Maybury Stylist | Camilla Nickerson Hair | Damien Boissinot Makeup | Dick Page Production | Sylvia Farago LTD Production