Giorgio Armani
Holiday 2023 Ad Campaign
Dec 2023
For the Giorgio Armani Holiday 2023 ad campaign, photographer Elizaveta Porodina orchestrates a masterclass in atmospheric luxury, pushing the boundaries of traditional high-fashion editorial. The imagery serves as a vibrant meditation on movement and light, casting the brand's sophisticated holiday collection into a cinematic, low-key world of deep shadows and electrifying color. By employing long exposure and multiple exposure techniques, the campaign captures a sense of festive energy, where static portraits are transformed by ribbons of red light and intentional motion blur. This dynamic visual language feels both ethereal and grounded, as models like Beauise Ferwerda, Diogo Gomes, and Xavier Serrano are framed against stark, minimalist backgrounds that allow every detail—from shimmering crystal-encrusted fabrics to sharp, sculptural tailoring—to command attention. The artistry is further elevated by the deliberate hair styling of Pierpaolo Lai and the shimmering, luminous makeup by Patrick Glatthaar, both of which embrace the celebratory, high-shine aesthetic of the season. Through the application of star filters and light painting, Porodina ensures that each portrait pulses with a contemporary, almost supernatural intensity. It is a calculated, moody, and undeniably opulent execution that leans into the chiaroscuro tradition, proving that even the most classic luxury house can redefine its visual identity through experimental, high-speed photography and bold, abstract light effects that capture the essence of a modern, nocturnal holiday celebration.
Editorial, Cinematic, Cinematic
Low-key / chiaroscuro, Low-key / chiaroscuro
Luxury Fashion Houses, Fashion
