The luxury Italian house imagines a striking new future of fashion with their new campaign Adapt and Prevail.
In the midst of these uncertain times, fashion brands are scrambling to find their footing, seeking to swiftly adapt and show their resilience in a new world. One such brand is COLLINI MILANO, which has continued to showcase its daring aesthetic and message, even in such tempestuous circumstances.
In their brand new campaign, titled Adapt and Prevail, the Italian luxury house presents familiar images of home life, but with a shocking difference, the model – while trussed up in the glamorous new collection – wears a gas mask while going about her everyday life: cooking, cleaning, grocery shopping. It’s provocative.
Long has COLLINI MILANO been synonymous with high glamour and sweeping elegance, but since the arrival of new owner Carmine Rotondaro, the brand has managed to stay true to its heritage while reinventing itself for a more bold contemporary global audience.
Through this striking new campaign imagery, Rotondaro wants to depict the new normal and the manner of which various contrasting aspects of life have been compressed into one small operating space: the home. In the same way, a compression and mix of feelings is now prevalent: the fear of the virus, side-by-side with the comforts of home life. Human-beings can adapt to the unthinkable.
On the campaign, Rotondaro explains: “The outcome that I was striving for with this campaign was not at all to provoke or protest but to create strong and meaningful images that symbolise the resilience of the human spirit even in the most grotesque and unimaginable circumstances. My message is that we can pull it off, we can get over this dark, horrific experience that has compressed and confused all aspects of our lives within the four walls of our home.”