Introducing the first-ever Marni ad campaign for Fall 2015 exposing the women’s wear collection. Photographed by the Anglo-American artist Jackie Nickerson it portrays the Marni woman as a strong, thoughtful character with a proudly independent spirit.
Rather than showing off immaculately styled outfits to the camera, the Marni woman appears lost in thought. She is depicted lying outstretched on the floor, leaning against an upturned table and standing in the corner of a room. Her face is either cropped out of shot, turned away from the lens, or covered by her arms. Often, only a segment of her body is visible, invariably in an odd position, with her legs dangling off the edge of a chair or lying akimbo on the floor, suggesting that her focus is something more compelling that is happening out of shot.
“What we wanted was to create beautiful yet strong images that stand alone,” said Consuelo Castiglioni, Marni’s Creative Director. “Each one having an impact of its own without the others…”
For the campaign, Consuelo Castiglioni chose to commission Jackie Nickerson, having discovered her photography in a book some time ago.
“I love the Marni sensibility and the experimental or perhaps defiant or subversive way Consuelo approaches design,” said Jackie Nickerson. “There’s an elegance to the images, and a bit of havoc thrown in. I think it’s always better if, when we look at a photograph, we see the person first. So the person is wearing the clothes instead of the clothes owning the person.”