Marina Rinaldi is changing gears, “moving its focus away from size” and zooming in on “the female universe and women in general,” said Lynne Webber, managing director of the brand, which is controlled by the Max Mara group. To this end, the company in July will launch an advertising campaign for fall photographed by Ellen von Unwerth, who will also appear in the images with Alessandra Garcia Lorido. In the playful and ironic photos, the curvaceous model, daughter of actor Andy Garcia, interacts with von Unwerth and the two women complement one another in a series of powerful photographs, also winking at the “selfies” mania.

“Without losing the sensual aspect, here are images of successful women breaking barriers, not only in terms of size but age, too. [Von Unwerth and Garcia] are positive role models, and they transmit energy, vitality, capacity for self-irony,” Webber told WWD. “Fashion is about happiness.”

A fashion brand catering to curvy and plus-size figures, Marina Rinaldi has long been pushing boundaries, an advocate for different role models in the industry. Last year, the Italian label tapped Patricia Arquette for its fall ads, seen as embodying a successful career and different values, including self-acceptance.

“Online media has contributed to a more democratic arena,” said Webber, speaking also of the increased visibility of plus-size models. “Social forums are very important drivers of social mores and there is more space now to have a [different] voice.”

“Ellen is a status symbol in fashion, and infuses such a strong fashion content. I adore her vitality and her approach to the female body in photography. Alessandra is a young plus-size model, but women readily identify with her,” said Webber.

With this campaign, Marina Rinaldi is stepping away from its longtime claim Women are Back, but continues to support the ideals of women who “break taboos.”