New Spring/Summer 2017 Advertising Campaign
Serapian has chosen Art as a guideline to tell a story of beauty, culture, heritage and research.
Art is a meaning of creative heritage and craftmanship for Serapian. Art is a message and a sophisticated, intuitive and emotional language reflected in shapes and design of seasonal Serapian's icons.
Art can resume all this in a single object. The artworks presented in Serapian ADV have been specifically created by Sebastiano Sofia, a young and emerging Italian artist, and are inspired by Arte Povera movement and conceptual research of the Seventies. The two oeuvres represent the similarity between a work of art and a work of elevated craftmanshin as a Serapian bag, in a dialogue of excellence.
Federica bag, shot in Woman adv, is a cross-body bag, handmade in a smooth calfskin. It reminds the mood of the Seventies, with plain shape and central hook.
For Man Adv, an extra soft tote bag was selected, handmade in precious calfskin.
The two artworks, Chimera (2016, wood, iron, polyurethane and paint) and Ginoide (2016, wood, polyurethane and paint) are mutants, transforming beings made of natural and artificial materials, unreal but still existing hybrids representing the fine line of change.
To see our video: https://youtu.be/RlhZEIGIKy4
Credits: Photographer Michael Baumgarten/Artist Sebastiano Sofia/Fine art consultant Federica Tattoli.