Back to the future. The flaming bodywork of a Cadillac, the leather seats of a pink & creamy Thunderbird convertible. On the screen, frames of an endless highway, a promise of fun and freedom, of desire for the future. In the air, the sweet scent of the night.
The Coccinelle Spring/Summer 2023 Advertising Campaign, under the creative direction of Giampaolo Sgura and styling by Anna Dello Russo, in their third project for the brand, is a tribute to the innocent, rebellious sensuality of the fifties.
Set at a drive-in by night, it evokes the neorealist atmosphere of cult films like “The Outsiders” and “American Graffiti”, while reflecting the vintage-chic inspiration of “Grease” and “Happy Days”.
In Giampaolo Sgura’ shoots, the rivalry between bands naturally gives way to the tenderness of couples – of sweethearts, friends and lovers – and the desire for a new, rediscovered sociability.
A pop-up party with popcorn and strawberry lip gloss; cuddling in the parking lot, in a carefree, cosy mood; stealing a kiss just before the credits role. Hair down, denim and miniskirt for her, T-shirt and brillantine for him.
The co-stars in this neo-romantic black and white movie are three Coccinelle bags. The Coccinelle Magie, a harmonious bag with a plectrum clasp inspired by Elvis Presley’s rock’n’roll; the Coccinelle Sole bag with a rounded flap; and the emblematic Coccinelle Nico bag, in which the key detail is an oversized metal plectrum clasp.
Three bags that tell the whole story, using the hashtag #ALLABOUTUS, of contemporary femininity as seen by Coccinelle: body-conscious, equally in love with practicality and freedom, glamorous yet instinctive, always thrilled to new adventures.