Minimalistic and ethereal, the newest Blumarine fall 2016 ad campaign goes back to the label’s signature style, which is that of a modern-day elegant woman, who is captured in-between a material world and a more romantic, fairytale-like one.
Not for nothing, designer Anna Molinari’s fall 2016 collection for Blumarine was inspired by German fashion photographer Helmut Newton’s advertising campaigns in the early Nineties, which often showed some of the world’s most renowned models sporting Blumarine’s most iconic staples. Like both the collection’s and Newton’s photographic touch, the Blumarine fall 2016 ad campaign exudes elegant and almost naïve erotic vibes, which were a mainstream of Vogue and other fashion magazines’ publications back in the Nineties as well.
To better embody such a spirit, Molinari asked Swedish model Julia Hafstrom to star in the campaign, as her ethereal, heroin-chic kind of beauty perfectly recalls the essence of Blumarine’s It-girls from the Nineties. Captured by photography duo Inez van Lamsweerde & Vinoodh Matadin, Hafstrom is pictured in a series of cold, mystical shots, surrounded by nothing but what appears to be an empty room (the James A. Farley Post Office in New York was the perfect location for the photoshoot). She poses in a large, velvet blue chair, which enhances both the collection’s staples and her curly red locks.
As for the looks Hafstrom showcases, stylist David Vandewal tried to celebrate the Blumarine fall 2016 collection’s most acclaimed staples, namely a large mink coat inspired by Molinari’s own mother, a curve-hugging flared sheer dress with mink trimmings on the hems, and a pleated silver maxi skirt that truly showcases what it means to intertwine haute couture motifs with ready-to-wear fashion.
To reinforce the whole mink theme, Vandewal featured Blumarine’s mink sandals in the pictures too as a way to remind us that the furry-sandal trend is not going anywhere whether we like it or not.
Aside from a total black outfit with light and dark grey colored patterns and an elegant black trench coat, the campaign is all about pastel colors and floral embellishments, which make us wonder whether Hafstrom was meant to be a sort of modern-day little mermaid in this shoot.
The whole sea-meets-earth vibe could be seen both in the airy marine green frocks, and in the denim cropped pants paired with a billowy fur jacket. Both the settings and Hafstrom’s poses draw our attention to the little details, such as Blumarine’s pointy-toe flats and mini, geometric handbags.
“I wanted to show an eclectic, proud woman with a strong personality,” Molinari said backstage during Blumarine’s fall 2016 runway show, and this latest campaign of hers perfectly translates such words into pictures.
Photos courtesy of Blumarine