Remember we talked about that lovely Miu Miu fashion film by Ava DuVernay a while back? I loved so much about it: the clothes, the stars, the story! But I also couldn’t help but notice the settings: the house where they did the main shooting was outstanding! I try my hand at a little décor talk every once in a while and so I notice décor, design & architectural wonders like that.
When I saw the new Boss Spring Summer 2013 ad campaign with Toni Garrn and Gabriel Aubry, my décor mechanism started ticking and I remembered – among other things – the Versace Spring Summer 2009 campaign. The two advertising initiative are so strikingly similar, I had to bring it on!
It’s maybe happening only in my head, as many fashion photographers and editors use the ocean as their favorite backdrop, especially for Spring Summer campaigns. But in this case, some images from the new campaign are almost identical to the Versace shots in question.
Boss ads repeatedly show a preference for highly modern architecture, cold but slick, so this new setting from the SS 2013 campaign is not that different – in spirit – from the one used in the Fall Winter 2011 2012 campaign with Daria and Mark or in their Spring 2012 ads with – again Mark and Malgosia. Except this time, the focus wasn’t on the luxurious architectural maison but on the natural backdrop. Maybe it was the photographer’s desire (this campaign was shot by Arnaldo Anaya Lucca), but more I look at those images, more my conviction that it’s the same location as the one used by Versace in 2009 increases. Am I wrong to believe so? What can you say from the images you’ve seen so far?