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Istituto Marangoni Launches International Ad Campaign by David La Chapelle

Istituto Marangoni embarks on an innovative advertising campaign to celebrate this year’s 75th anniversary of its creation, by launching a glamorous and glossy ad campaign, shot by David La Chapelle.

The images of the campaign were shot in Los Angeles, on a set inspired by film posters of the 30s and 60s boasting a strong synergy between creativity and fashion: a rise from the past to create an irreverent and ironic image projected to the future. The purpose is to celebrate Istituto Marangoni’s history through the visionary eye of the renowned American photographer. During the thirties, the diva movement spread across the movie star system and fashion began to be seen as a more dominant element of the common iconic imagery. In this environment Giulio Marangoni is inspired to create a professional school, aimed at supporting the new industry by continuously developing the next generation of fashion designers.

The subject is a story with multiple levels of reading conveyed in three key elements during the development of the fashion system. Firstly, PASSION relates to the historical event of prohibition during the thirties when fashion becomes a necessity and a wish to break free. Secondly, OBSESSION depicts a view of the 60s, when fashion becomes a “Status symbol” and the bon ton invades and pervades the family environment during an economic expansion and this era is distinguished with significant changes in fashion trends. Thirdly, CREATION foretells a provocative future that exalts creativity without limits.

La Chapelle depicts 75 years of fashion history through his intense rendering and eccentric poses, personally choosing the costumes for his work from the 2009 students’ fashion show, giving them the rare opportunity to be represented by such a world class artist.

Quelle: Istituto Marangoni, Juni 2010