Serapian presents its new Fall/Winter 15-16 advertising campaign
For its FW15/16 advertising Serapian has chosen an exceptional stage on which to present the season’s two new icons: the Audrey bag inspired by the unforgettable actress from the Fifties, for the female image, and the briefcase with a conceptual design for the male photo. Two elegant and sophisticated models that perfectly sum up craft tradition and contemporary spirit, complementary and inseparable strands in the history of the brand, which is celebrating its 70th year in business. In the middle of the stage the bag is a magic box containing symbols, images and memories transformed into objects. The mind and the heart nurture emotions and define roles in the theatre of life. The winter season builds on the concept of the previous campaign by developing the idea on different levels. The inspiration for the set comes from the ‘50s architecture of Oscar Niemeyer, defined as blocky coldness in that his buildings reflect the use of dynamic forms and curves so sensual that many considered him more of a sculptor than an architect. The red carpet fits well in this luxury and at the same time contemporary context, a sort of metaphysical sign evoking the allure of the cinema in an ascending and boundless pathway. The perspective effects exalt the real protagonist, the women’s accessory-ally par excellence, moving between inside and outside, notoriety and private life, person and personality. The papercut elements complete the image, giving it added value, and, with an almost alienating effect, transmit all the femininity of a Star. The performance is repeated for the men’s briefcase: the silhouette of the red carpet takes on sharper lines and the papercut images speak to the male universe of an alluring, imaginary world evoking a glamorous version of the City. The models starring in the campaign are of the Audrey bag, an archive piece from the Sixties worn by Hepburn in “How to Steal a Million” and revisited in a contemporary key in terms of design and materials. Coming in various colours, it has all it takes to become an icon of great distinction. For the male shot, Serapian’s choice fell on the new briefcase with its clean lines and sophisticated design. Practical and versatile, and with unmistakeable style, it’s the businessman’s perfect companion. Serapian’s new advertising campaign, for FW15/16, will be appearing from August 2015 onwards in the most important and prestigious Italian and international newspapers and magazines.