Q.4 During our last interview on Instagram live, you mentioned that you will be showing the collection during Milan Fashion Week. It really seemed to me the epitome of this campaign’s message. It requires adaptation but it allows to prevail. It is repression and salvation at the same time. At the same time, it transfigures the human face and allows us to breathe and smile again when the danger is gone. It is at the same time an evidence of the strongest oppression (the one polluting the air and preventing to breathe) and, at the same time, a tool of survival and mean to oppose the elements and to prevail. This campaign is about resilience and the gas mask is a symbol of extreme resilience. Q.3 Why did you decide to have the models specifically wear gas masks as opposed to N95 or fabric masks? This is for us the big fashion message of the pandemic. Now, the mantra of Collini has always been “everyday glamour” and, in the post Covid, we will continue to build on this concept and to create a fashion that is, at the same time, easy and chic, functional and feminine, wearable and glamorous. The pandemic confined the glamour of our life into the most “everyday” of our life’s premises. This is the place in which we are normally cosy and comfortable but, during the pandemic, this is also the place in which we have been directed and forced to also be all the rest that we normally are in other places: elegant, sexy, sociable and glamorous. The current pandemic has forced us to compress virtually all aspects of our daily life into one single place and into the most ordinary of all: our home. Q.2 What inspired you to choose this particular location for the shoot? And I find interesting that the word “contamination” that we normally use for styles is originally a concept that has to do with viruses. This concept of “contamination for glamour” that is the underlying of the campaign is what Collini stands for. And again the combination of the duress and harshness of the gas masks and of the sparkling femininity of the models wearing them. The oppression and containment suggested by the mask and the outspoken glamour and chic of the styles that we chose for the shooting. It is this steady contamination between different suggestions: the danger and angst suggested by the gas mask and the peaceful and quiet home settings in which the pictures were shot. Also the idea of the gas mask photos derives from this process. This is something that we do a lot at Collini and which took us to create glitter biker trousers, shiny golden and silver jackets with fringes, a golden printed-crocodile coat, cashmere pulls printed with pure 24K gold, shiny and glitter Cuban heel boots, fluoro combat boots, jersey sweaters with shiny fringes on the sleeves, etc. It is a creation process that blurs and combines different aesthetic codes and functionalities into the single presentation of a new garment or accessory. Some of the most revolutionary junctures in the history of fashion happened when fashion authorities or emerging trendsetters dared to dress women as men, men as women, civilians as soldiers, jet-setters with a sweatshirt. Q.1.How did you come up with concept of “contamination for glamour” and can you elaborate on what this means?įashion has always been about contamination: contamination of styles, genders functionalities and suggestions. COOLER THAN LOCKDOWN. – Carmine Rotondaro, Creative Director & CEO, of COLLINI My message is that we can pull it off, we can get over this dark, horrific experience that has compressed and confused all aspects of our lives within the four walls of our home. The outcome that I was striving for with this campaign was not at all to provoke or protest but to create strong and meaningful images that symbolize the resilience of the human spirit even in the most grotesque and unimaginable circumstances. The juxtaposition of the model engaged in a daily routine outfitted in the ultra glam collection styled with a gas mask creates a powerful narrative behind the concept of “contamination for glamour”. RESERVED MAGAZINE has a version sit-down with Carmine Rotondaro, COLLINI’s dynamic Creative director and CEO to discuss his vision behind their provocative new campaign. “Contamination For Glamour “ COLLINI’s Brand Legacy Of Heritage Couture & Resilience In The Age Of Covid-19
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