FELINE FLICK: Piazza Sempione is strengthening its artistic ties. The fashion label has tapped Italian artist, photographer and filmmaker Rä di Martino to shoot its first video.
Titled “A Day of Wonder,” the video will be screened at the brand’s spring 2016 presentation here on Sept. 26. A preview will be available on Nowness.com starting Monday.
Filmed in a luxurious riad in Marrakech, the video features a woman dressed in iconic pieces from Piazza Sempione’s new collection who’s chilling by the pool until she hears frightening sounds. The color video then turns black and white, recalling the atmosphere of Forties cult movie “Cat People.” Roars emit from the plants around the patio, causing the woman to jump into the pool. After the video reverts back to color, the protagonist wakes up — with a cat staring at her.
“For my debut in [fashion], it was really important to take the challenge of a short film linked more to the art world than to commercial or promotional dynamics,” di Martino said. “I was very curious to explore this new dimension, and I’m happy to have done this with a brand featuring values rooted in art and photography, becoming an important exchange place among different worlds.”
“We are very happy with how Rä di Martino succeeded in interpreting Piazza Sempione’s world,” said the brand’s chief executive officer Sandra Spinacè. “It’s the first time we decide to communicate through a video and we did so with a particular sensibility, by choosing a young artist, well-known in the world and not linked with the fashion industry — which is something that enables us to nourish new creative exchanges.”