BOF rewards Italian creativity

02/12/2014

The Business of Fashion has selected 10 publicity campaigns for the Spring/Summer 2014 period among the hundreds that fill magazines, forums and social media platforms. The influential BOF has declared that "change is ongoing", and has included in its list the campaigns of four Italian brands, as well as those of Givenchy (by creative director Riccardo Tisci) and Kenzo (designer for Cattelan, Ferrari and Talso of Toilet Paper).

Agnona's campaign, with the black and white portrait of model Dree Hemingway, designed by Inez and Vinoodh, is, according to BOF, "proof that a brand does not always need to show off its own products". Also highly valued is the intuitive creation of William Wegman, who has immortalised the greyhound icon of Trussardi in anthropomorphic poses to celebrate 40 years of the brand. And where Valentino offers us powerful images of models posing in the desert before the lens of Craig MCDean, Steven Meisel immortalises Prada's sporty schoolgirls with their stylised faces blending with their furs in a successful trompe-l'oeil.

This prize rewards Italian creativity, as can be seen in the other two campaigns included in the list. Kenzo opted for a partnership with the volcanic Pierpaolo Ferrari, Maurizio Cattelan and Micol Talso, who focused on intriguing images and the playful spirit of the brand, while Riccardo Tisci's philosophy is the focus of the new Givenchy campaign that alternates between neo-soul singer Erykah Badu, the "talent of the future" Asia Chow, and Maria Borges, in Mert & Marcus' snapshots.