Miu Miu’s Croisière embellishes rhythmic serenity in the new 2015 advertising campaign.
Miu Miu Releases Fall/Winter 2015 Campaign “Subjective Relativity”
June 28, 2015 4:00 PM
There is something fantastic about the moments when a fashion brand steps back from the world of campaigns with perfectly shot studio pictures. Miu Miu’s Fall Winter 15 campaign “Subjective Reality,” by Steven Meisel, brings exactly that kind of feeling. The campaign brilliantly imitates street photography by capturing pictures in unexpected angles and exploring candid and natural shots. Each image of the campaign is titled individually like street photographs. They lack certain details and leave some fragmented clues in the air.
Models Maddison Brown, Hailey Gates, Mia Goth, and Stacy Martin improvise and impersonate normal women doing quotidian things. A sunny and under construction New York City is portrayed in the campaign. The improvisational spirit of the pictures reflects the mood of the collection, in which materials, textures, and colors collide and overlap. Like the campaign, the collection itself plays with the viewer’s imagination by mixing unexpected elements, such as a coat in an exaggerated brown hound’s-tooth paired with a skirt in ochre reptile. The palette of the collection is “mirrored in the hard, flat light of a New York outer-borough streetscape.”
According to the brand “the seemingly off-hand compositional and perspectival logic suggests a highly subjective gaze: a bystander is captured mid-gesture, a car window partially frames the street, backgrounds are populated by the mini-dramas of passersby. The actresses meet that gaze, at times almost defiantly, as if interrupted mid-sentence by the intrusive lens of the photographer.”
The campaign plays with contrast and saturation, it delivers seamlessly the proposal of the collection to an audience eager for more innovations in the fashion industry.
WRITTEN BY: CAMILA PONTES
PHOTO CREDIT: MIU MIU
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