ANTONIO MARRAS SS21 @ MFW
ART DIRECTION & VIDEOMAKING
2020
The September 2020 edition of Milano Fashion Week was the first one in the Covid era. For a brand like Antonio Marras, worldwide famous for his romantic and theatrical shows, the switch to a digital presentation was particularly hard.
As an intern at Studio Paolo Bazzani, I played a big part in this transition: given the mood of the collection, which was inspired by the idea of archipelagos, twin islands and need to escape (big themes in Antonio Marras' poetic, being born in Sardinia), I worked on a concept and then storyboard for a fashion film that could be a dreamlike ironical trip around Alghero, Marras' hometown.
Together with Photographer Daniela Zedda and Film Director Roberto Ortu, both Sardinian, I also filmed many of the scenes featured in the film, in order to enhance the artisanal and performative atmosphere.
A key element in the fashion film is the gesture of the fake binoculars.
I presented the idea of using this performing act as a link between different scenes of the film.
It then became the general image of Antonio Marras SS21 collection.
Music: Franca Masu
Photography: Daniela Zedda
Footage: Daniela Zedda, Roberto Ortu, Marco Dini
Editing: Roberto Ortu
Art direction: Studio Paolo Bazzani