Blumarine

Jun 2023

Blumarine captures a sense of sophisticated restlessness in its A City Tale Pre-Fall 2023 ad campaign, a project that grounds high-fashion luxury within the gritty, rain-slicked reality of a New York City intersection. Under the creative direction of Nicola Brognano, the campaign serves as a masterclass in editorial minimalism, leaning into the tension between the brand’s vibrant, playful aesthetic and the muted, overcast tones of a Manhattan afternoon. Photographer Marili Andre makes expert use of natural light to accentuate the textures of the collection, from the plush, long-haired faux-fur jackets to the sharp, industrial edge of grommet-detailed leather belts. By employing a live-action technique, the imagery feels kinetic and urgent rather than static, with models Mammina Aker and Tanya Churbanova captured in motion against the backdrop of E 53 St and blurred yellow taxi cabs. Stylist Lotta Volkova anchors the looks with bold accessories, including sculptural bow-shaped bags and strappy gladiator footwear that provide a structural contrast to the fluid, ribbed knits and deep cowl necklines. The result is a cinematic portrait of modern urban life that feels both aspirational and authentically lived-in. Through a careful balance of low-angle framing and architectural scale, the campaign elevates everyday street scenes into a deliberate fashion narrative, successfully bridging the gap between luxury house heritage and contemporary, street-ready style.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion