We remember Emilio Pucci’s spring/summer 2016 collection for its commanding presence as being from mystical aquatic dystopia, so we weren’t quite sure what to expect for its accompanying campaign. But a kempt and rustic Italian courtyard wasn’t exactly on that radar. The photoshoot was set outside of Florence, Italy at the Villa Gamberaia, where photographer Ezra Petronio captured a new side of the collection’s products.
Models Odette Pavlova and Kadri Vahersalu were cast to recreate the line in the Emilio Pucci spring 2016 campaign, which included bringing the more urban line to the rustic Villa. And even though the clothes were so vastly different from that of the setting, they didn’t exactly feel out of place.
Not all of the accessories, on the other hand, quite lived up to the same cohesion, namely the sunglasses. The colored goggle frames were a distinct motif in the runway show, and went well with the overall portrayal, but never quite made sense as a commercial piece to go with these outfits. They’re pretty cool accessories to add to some outfits, but maybe they would have been better off left in the brand’s repertoire for a more appropriate collection or campaign location. But they definitely were an eye-catching aspect of the photographs.
The other accessories, the bags, shoes, and the scarves, actually looked quite nice with the clothes and setting separately, helping the two styles meld together more sufficiently. Nothing can transform an outfit quite like great accessories, so even if there are people who say they dislike everything about this collection and its campaign, they might want to take a second look at the strong supplemental pieces. The leather and fringe bags were especially fabulous, as they could easily transition between different styles, while the scarves were the definition of luxury – a must have for any fashionista’s collection.
The accessories are the definition of ready-to-wear, but it is still hard to see the clothing as such. This was a leading citation given by those who weren’t a huge fan of the collection, because all of the garments are just a little too exotic for their stated purpose. But when you get past that aspect, the garments themselves are pretty interesting.
The mesh construction might be a bit much at points, but the pattern it allows the garments to have makes up for it. It might take a model’s body to pull of, but there’s surely a market of women who will be looking forward to placing their orders when it comes time. And even if you’re not going to be ordering the pieces, you can still enjoy the finer elements of the Emilio Pucci SS 2016 campaign.
Photos courtesy of Emilio Pucci