Maccapani

Aug 2024

The Fall 2024 ad campaign for Maccapani serves as a masterclass in atmospheric storytelling, grounding the brand's contemporary aesthetic within the timeless, evocative backdrop of Venice. Under the visionary creative direction of Margherita Maccapani Missoni, the campaign transcends traditional fashion photography to become a cinematic exploration of texture, architecture, and quiet intensity. Photographer Zoe Natale Mannella captures a series of vignettes that move seamlessly between high-fashion editorial polish and intimate, lifestyle-oriented candor. Featuring model Jess Maybury, the imagery leverages the interplay of soft natural light against the weathered stone, murky canals, and ornate metallic details of the Venetian landscape. Styling by Riccardo Maria Chiacchio reinforces this juxtaposition, pairing sheer patterned hosiery and fishnet textiles with bold, fluid floral graphics and shimmery, structured metallic garments that command the frame. The work avoids standard commercial tropes, instead utilizing techniques like macro-focused product shots and high-angle perspective shifts to highlight the brand's commitment to detail—from daisy-shaped appliques to signature black typography. By balancing geometric rigor with organic, lived-in moments—including a evocative sequence featuring a pregnant subject—the campaign channels a sense of mysterious, modern femininity. This project is a cohesive, fashion-forward statement that successfully elevates the brand's narrative through precise, mood-driven portraiture and an masterful command of ambient environment.

Editorial, Lifestyle, Lifestyle, Lifestyle, Lifestyle

Natural light, Natural light

Luxury Fashion Houses, Fashion, Fashion, Fashion