Blumarine

Jul 2023

For the Blumarine Fall 2023 ad campaign, creative director Nicola Brognano orchestrates a masterclass in nocturnal tension, channeling a raw, suburban-gothic sensibility that subverts traditional luxury fashion house aesthetics. Captured through the lens of photographer Petra Collins, the imagery leans heavily into high-contrast chiaroscuro, utilizing cinematic lighting to ground the collection’s opulent textures—from metallic gowns and intricate leopard prints to heavy shearling and vinyl-finish leathers—against the quiet, uncanny backdrop of a residential night. The editorial narrative is defined by a sense of controlled chaos, where pyrotechnics and burning structures serve as dramatic framing devices, elevating everyday suburban environments into a theatrical stage. With styling by Lotta Volkova, the campaign expertly balances the interplay between vulnerability and edge, enhanced by the raw, tactile quality of 35mm film and purposeful lens flares that evoke a sense of voyeuristic immediacy. Casting directed by Maria Giulia Azario highlights a singular, unwavering focus, as the models—including Abby Champion—navigate the dark, atmospheric settings with a calm, deliberate presence. Supported by cinematographer Andrea Gavazzi, the work achieves a striking visual depth that feels both nostalgic and distinctly contemporary. This is a bold departure into the surreal, where the mundane becomes a site of intense, high-fashion storytelling, successfully positioning the Blumarine woman as an enigmatic protagonist traversing the shadows of an illuminated, nocturnal world.

Editorial, Cinematic, Editorial, Cinematic

Natural light, Natural light

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