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Published
Jul 21, 2015
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Marni launches its first ad since nearly 20 years

Published
Jul 21, 2015

A revolution is taking place at Marni. The luxury ready-to-wear brand, which became part of the OTB fashion group from Renzo Rosso, has launched its first advertising campaign since nearly twenty years.

Created in 1994 by Consuelo Castiglioni, the label had planned several advertising campaigns in the mid-90s, before giving up on them entirely. It is thus a huge change for the Milanese brand now, which had remained very discreet, following a precise strategy and a strict choice of photo.

The model hides her face in the Marni ad


For the photos for this first major campaign, Marni has decided to go with a very conceptual route, presenting top model Marte Mei Van Haaster, who recently posed for Louis Vuitton and Carven, dressed in dark colours in surprising poses and without ever showing her face.

Three photographs have just been unveiled by Marni. The Marni woman is shown lying on the floor, leaning against a table turned on its side, or standing in the corner of a room, face hidden, either because the model's head is turned or because it is covered by her arms or hands.


Marni has chosen to use conceptual images


Shot by Boston-born, UK-raised photographer Jackie Nickerson, the photos from this campaign for the fall-winter 2015/16 womenswear collection will appear in the international press as of September.

During the unveiling of this new series of photographs, the fashion house announced its intention to produce a new advertising campaign each season. Up to now, Marni had not necessarily produced an advertising campaign for each individual collection.

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