Marni SS19 celebrates the artist’s workshop

Marni surrenders to the origins of fashion for its new Spring/ Summer 2019 campaign. The creative director of the Italian company, Francesco Risso, chooses the Workshop as the image and concept of his most recent collection.

We live in the Digital Age, in a moment of cultural convergence it is usual to be surrounded by new technologies. The 21st century is characterized by these advances that have been implemented in all areas of society. The close relationship we share with our devices makes it increasingly difficult for us to differentiate between virtual and real life, as we behave in the same way in both dimensions.

What Francesco Risso wants for Marni’s new campaign is that we don’t forget the true origin of fashion. In spite of the modern appearance of the current collections, its beginning is exactly where the master craftsmen, the Workshop, began. Sketches, patterns and fabric samples cannot be replaced by digital appeal. Fashion magic can only develop in rudimentary reality.

The company founded in Italy by Consuelo Castiglioni has belonged to the OTB group since 2012. For its Spring/Summer 2019 campaign, it has decided to draw inspiration from the Workshop, the place where the great collections have always been born and matured.

Fabric remnants, unfinished stitching, aprons and paint brands everywhere wrapped in an aged wood room make up the promotional photographs of the new SS19 collection, which take us back to the Renaissance where master craftsmen, now artists, worked tirelessly to dress up society.

In this way Marni pays tribute to the very origin of fashion, to the true roots of an art outside the brush and the painting, but an art inside the ruler, the wire and the fabrics.