Fall Winter 2019 advertising campaign: the kindness of today's man.
The ADV campaign for f/w 19/20, shot in the studio by Sølve Sundsbø, strongly affirms a need for emotional directness and iconographic immediacy. The entire campaign consists in fact of one single image, in which the personality of four different men is described by their attitude and their clothing, by their gazes and poses, and by the mutual interaction of the protagonists. Like in a classical painting, the symmetry and correspondence of all the elements is striking. Sundsbø’s lyrical yet surgical eye focuses on facial features just like on the silky sheen of matelassé velvet, on a strong profile just like on the zoomorphic decoration of a blouson. The entire composition communicates serenity and presence through a pictorial amalgamation of colors accentuated by the agate-colored backdrop that fuses it all together. What emerges is the personality of men of today, willing to balance the masculine and the feminine, strength and kindness, without any fear of showing off their more frivolous side. A complex message is conveyed with an immediate image.