MILAN — Florentine designer Ermanno Scervino has asked photographer Peter Lindbergh to lens the fall advertising campaign of his namesake label. Set in Paris, the images are fronted by Italian model Mariacarla Boscono.
“To shoot the pictures I…wanted Peter Lindbergh, with whom I have been working for several seasons,” said Scervino. “Our understanding almost does not need words anymore,” he added.
Flanked by male model Victor Norlander, Boscono is captured strolling on the riverfront of the Seine in the black and white and colored images.
Scervino said Boscono was “perfect” for the campaign, explaining how “thanks to her personality, she is able to interpret all my creations in an original and authentic way.” As the designer wanted a strong and independent woman to embody his fall collection, Boscono is styled in mannish garments — a total-white suit — and flat, lace-up shoes. More feminine light dresses, embellished with pleats and details in lace, are coupled with military-inspired, oversize coats with fur inserts.
Boscono enthused about the brand. “There is this integrity of an Italian house, that everybody is Italian. It’s like a big family where everybody is sweet, professional,” she explained.
A short black-and-white movie was also created to flank the ad images, which will run worldwide starting from this month.