Alberta Ferretti
Fall 2023 Ad Campaign
Aug 2023
For the Alberta Ferretti Fall 2023 ad campaign, the brand leans into a sophisticated, high-fashion editorial aesthetic that masterfully bridges the gap between commercial clarity and cinematic mystery. Under the sharp creative direction of Sara Hemming, the imagery utilizes a distinct low-key, chiaroscuro lighting technique to carve out dramatic silhouettes against a void of deep, atmospheric blue smoke. Photographer Rafael Pavarotti captures the collection through a lens that emphasizes bold materiality—from the rich, light-catching sheen of floor-length velvet gowns to the industrial glint of metallic suiting and structured leather. Stylist Poppy Kain curates a wardrobe that balances fluid, feminine drapes with structured, edgy tailoring, while hair stylist Eugene Souleiman and makeup artist Hiromi Ueda maintain a clean, high-impact finish that allows the clothing’s textures to take center stage. The models, including Ida Heiner, ground the ethereal environment with intense, direct gazes, transforming the studio setting into a dreamlike space where fashion feels both tactile and transcendent. By leveraging VFX and precise studio strobe setups, the campaign moves beyond traditional fashion photography, functioning as a study in contrast where the warmth of burgundy and red tones pierces through the cool-toned, misty darkness. The result is a series of portraits that feel inherently modern yet timeless, proving the enduring power of classic luxury when framed with a contemporary, conceptual edge.
Editorial, Cinematic
Studio strobe, Low-key / chiaroscuro
Luxury Fashion Houses, Fashion
