It’s a sign of the times. While Bruno Mars wants to see your Versace ‘on the floor’ in a pretty catchy 80’s-esque tune, Italian label Versace is capitalising on its influence in popular culture to make a statement with its Fall/Winter 17 campaign.
In a time of troubling world events, the campaign, conceived by Artistic Director Donatella Versace, and shot by Bruce Weber, is set to send a powerful manifesto of unity and hope.
Starring Gigi Hadid, Mica Arganaraz, Taylor Hill and Vittoria Ceretti, the campaign highlights items from the FW17 collection with emblazoned messages – “EQUALITY”, “STRENGTH” and “LOVE”.
Meanwhile, the visual imagery is intended to encourage all to take a stand, define their beliefs, and do so with courage, positivity and optimism. Shot in a studio, the campaign captures the spirit of unity and the power of proclamation with models in fraternal and empowered poses.
With models Tristian Thevenot and Michael Gioia, the take is that ‘different men, different beliefs, different styles [can] meet to create the new vision of the Versace man.’ Standing up and voicing beliefs of strength and individuality are evident throughout, with Bruce Weber’s innate ability to capture the true character of his subjects, and of Versace itself.
Donatella Versace says in a statement, “The message of this campaign is clear and direct. It is about the unity, love and togetherness that we all need, no matter who we are or where we come from.”
“After talking to Donatella about what’s happening around the world today, we wanted to do photographs of people standing up for something – some cause that would help other people. So the campaign for us was about a protest for peace and the connection we all need to have for each other,” said Bruce Weber.
The campaign also features the work of art director Sam Shahid, stylist Jacob K with makeup by Dick Page and hair: by Paul Hanlon on a set designed by Dimitri Levas.
By Maya Tan Abdullah.
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