Only the powerful narration of black and white. Only the universal, timeless dimension of a photography studio. These are the starting points for the fall-winter 23/24 campaign designed by Giampaolo Sgura and Anna dello Russo, artistic directors of Coccinelle.
The project is the creative couple’s fourth artistic venture and eliminates the need for real geographical connotations to focus entirely on rediscovering an uncharted landscape: the inner self, a Dreamland ready to be explored through the personalities of the six women who interpret the latest Coccinelle collection.
Their inspiration – hypnotic, dreamlike, captivating– is Metaverse Couture: a techno-fashion world where our avatars are free to express themselves, to play with multiple identities, in an exercise of conscious self-confidence. In the powerful shots by Giampaolo Sgura and thanks to Anna Dello Russo’s meticulous styling, which also includes Coccinelle jewellery and footwear for the first time, the icon bags Coccinelle Himma, Coccinelle Magie and Coccinelle Hyle perfectly match six Real Women.
Ordinary yet special, it is only natural to empathise with them. Real faces and bodies, direct gazes, which tell of the Metaverse’s attitude: the desire to inhabit a parallel universe where you can be whoever you want. Each portrait is indeed a declaration of intent: to become the amplified, joyfully exaggerated and free version of ourselves.
The hashtag #MyOwnStory serves as a common thread between reality and the projection of an idea. Between the instinct to feel part of the community and the urgency of a resolved individualism.
So here we have Franchesca, 22, Dominican: a model and cinema student whose dream is to become an actress. And then Brunella Sofia, 18, Italian: she studies, but imagines herself as a member of the European Parliament. And Ursula, 38, from Poland: mother and trichologist, who sees herself travelling through India. And the same for Katia, Zhu, and Giovanna. In Coccinelle’s reportage all these women show both who they are now and their evolution. Their story as well as their dream. Dreams embodied in a simple sentence which becomes the slogan of the campaign, printed on the photos in a vibrant kinetic pink dot, that is also used for the brand logo.
An aesthetic sense borrowed from virtual reality that flows into the still life images of the six protagonist bags, realized for web and social communication. Taken from the campaign video, with its enthralling beat, they are artfully pixelated colour images that convey a sense of movement and complete the manifesto of Coccinelle’s concept. To dream your own dream is always a fundamental right. But it is also a driving force to reinvent and improve ourselves every time, ready to achieve what we deserve to be. Digital empowerment has never been more real!
