Materiel

Jul 2023

The Materiel Pre-Fall 2023 ad campaign serves as a masterclass in modern luxury fashion, expertly navigating the tension between raw industrial surroundings and refined, structured silhouettes. Under the creative direction of Maia Gogiberidze, the campaign channels a sophisticated, editorial minimalism that elevates utilitarian spaces—from gritty urban tunnels and weathered metal staircases to quiet, sun-drenched domestic interiors—into the backdrop for high-fashion storytelling. Through a blend of natural light and moody, low-key chiaroscuro lighting, the project highlights the tactile quality of the collection, where glossy patent leather, rich denim, and intricate floral prints command attention. The visual language is consistently sharp and composed, featuring models Sopho Liparteliani, Nino Chichinadze, and Marisha Gvidani, whose presence grounds the brand’s avant-garde approach to tailoring. The execution leans into a cinematic quality, particularly in evening shots where blurred city bokeh and focused light sources emphasize the interplay between fabric and form. Complementing the bold fashion choices, precise hair styling by Viktoria Gigiashvili and polished makeup artistry by Luchia Devejieva provide the final layer of precision. This campaign is not merely a showcase of garments, but an immersive study of texture and geometry, reinforcing Materiel’s position as a powerhouse of contemporary design by grounding its complex, often sculptural pieces in stark, authentic environments.

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