Vivetta Resort 2023 Ad Campaign Review

Review of Vivetta Resort 2023 Ad Campaign by Photographer Matei Octav with Art Direction by Fattura Studio with Models Aminta Nofore, Camille Maille, and Eto Migriauli

Coy and surrealistic, Vivetta debuts its Resort 2023 campaign with photography by Matei Octav.

Vivetta Ponti blends styles from across decades with a wry take on femininity. With lacy dresses, heart cutouts, and ample pink and red, this is resort wear that borders on the ironic, but remains fresh with a balance of weight and sensuality.

Fattura Studio’s art direction recalls both Alice in Wonderland and Stanley Kubrick’s The Shining–echoing their playfulness and menace. Aminta Nofore is doubled, holding herself in a white lace dress, framed by angled trapezoids. Or she is pictured leaning on a wall, wearing a patterned blazer and tights, while large plastic hands frame her. Camille Maille is seen crouching in a corner, wearing a tennis vest and fur-capped heels, dwarfed by a threatening pair of legs, although she’s not quite looking at them. Each model, in fact, seems indifferent to the absurdity that encircles her, which lends them the power of guilelessness.

Eye-catching and stimulating, this resort campaign succeeds in asserting Ponti’s mordant vision, without overpowering any of its elements.