Marni is unveiling its first advertising campaign under new owner OTB. Reflecting the brand’s intellectual and conceptual attitude, creative director Consuelo Castiglioni tapped Anglo-American artist Jackie Nickerson to shoot the images, which will make their debut in the September issue of international fashion magazines.
“What we wanted was to create beautiful yet strong images that stand alone,” said Castiglioni. “Each one having an impact of its own without the others.”
In keeping with her signature style, Nickerson took intense pictures, aimed at highlighting more the unique personality of the Marni woman than her appearance. Model Marte Mei Van Haaster, dressed in some of the key pieces of the fall collection, appears in odd poses — lying on the floor or leaning against an upturned table, for example. Her face is never revealed.
“I love the Marni sensibility and the experimental or perhaps defiant or subversive way Consuelo approaches design,” Nickerson said. “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.”
According to Renzo Rosso, who acquired a majority stake in Marni through its OTB fashion group in 2012, the advertising campaign is fundamental to boost the international expansion of the brand.