Advertising campaign SS20

Client
GUM Design

Project

Advertising campaign SS20

Keywords
advertising, campaign, photo

Year
2020

Credits
photo Emilio Tini; styling Valeria J. Marchetti

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Don't look at her, look at Gum. The atmosphere of the SS20 campaign for GUM Design curated by Heads translates into a game between the product and the woman who wears it. The focus is always on the bag, the staple of the communication of the accessories brand, which stands out for an image that is never taken for granted.

The model becomes mysterious, thanks to the colored wigs that almost cover the face, and a vinyl raincoat tight at the waist. Elements that reminds of 1960s noir cinema or the French nouvelle vague. Enigmatic but sophisticated attitude, strong and iridescent light in the background, an image of shadows and contrasts between surfaces and materials.

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