Turn The Tables
You can always trust on Consuelo Castiglioni to turn the tables.
Every new Marni collection takes us somewhere new and unexpected.
For Autum Winter 15/16 she has even turned the tables on her campaign advertsing.
Rather than showing off immaculately styled outfits to the camera, the Marni woman appears lost in thought. She is depicted lying outstretched on the floor, leaning against an upturned table and standing in the corner of a room. Her face is either cropped out of shot, turned away from the lens, or covered by her arms. Often, only a segment of her body is visible, invariably in an odd position, with her legs dangling off the edge of a chair or lying akimbo on the floor, suggesting that her focus is something more compelling that is happening out of shot.
Of course it goes without saying that I found myself thinking, my mother would love that dining table...
For the campaign, Castiglioni chose to commission Jackie Nickerson, having discovered her photography in a book some time ago. The brief to Nickerson was to portray the autumn-winter 2015-16 collection as a series of intimate moments in the life of a Marni woman set in vividly coloured interiors whose warmth and vibrance reflects the brand’s aesthetic.
“I love the Marni sensibility and the experimental or perhaps defiant or subversive way Consuelo approaches design. There’s an elegance to the images, and a bit of havoc thrown in. I think it’s always better if, when we look at a photograph, we see the person first. So the person is wearing the clothes instead of the clothes owning the person.”
Amen to that.
Queen Marie