Spring Summer 2019 advertising campaign set in the majolica cloister of Santa Chiara
Vanity, a noble virtue warped and turned into vice by contemporaty cult of personality, is redefined and brought back to its original significance as self-consciousness. This is the starting point of the second chapter of the tale of creative director Rocco Iannone for Pal Zileri, as narrated in the Spring Summer 2019 collection.
The backdrop of the new advertising campaign, shot by Johan Sandberg, are the frescoed ambiances and majolica-tiled columns of the Chiostro di Santa Chiara in Naples, a symbolic and meaningful place, dense with the patina of history, where three men, of different ages and personalities, chose to shun the deafening noises and the vanity of the present, to slow down, meditate and find themselves.
Looks, poses and attitudes convey a sense of serenity, presence and self-awareness. The overlapping of textures and colors in Santa Chiara matches the mix of materials, patterns and styles of the clothing the three men wear, creating a camouflage effect.
Visual redundancy suggests, by paradox, an idea of soft asceticism: the invitation is to disappear while appearing, to break the constraints of contemporary vanitas.
Portraits of Vanitas
«Vanity, in nature, is a masculine attribute. This is the topic of the second chapter of my ongoing tale for Pal Zileri, a gallery of men portraits seen through the filter of the virtues that lead the way they are and appear.
Vanity, so deeply rooted in contemporary narcissism and cult of personality, is a vice that stems from the distortion of a noble virtue: the self-consciousness. I shattered the mirror of Narcissus, putting it in the center of a cloister to suggest a different point of view and a path that privileges, as monks do, the interior dialogue with oneself.
The invitation is to simplify and resize, emulating the olfactory pyramid of a perfume – a weapon of vanity – where raw materials express their individual vigor, but are exalted by their mixture creating new sensations.
The Pal Zileri Spring Summer 2019 men collection follows the same path. It is an orchestrated movement of surfaces, textures, motifs and materials. It adds the shiny luster of silk to the coarseness of linen, floral motifs to the madras patterns based on original sketches from the nineteenth century. It draws a chromatic evolution that starts from the warm tones of earth and spices to expand into an escalation of greens and blues as reflections of vegetation over the water.
The clash of elements recreates a stratification that imposes the melting pot as unit of measurement. All filtred through my personal point of view.
I enjoy starting from plural stimuli to achieve a clear synopsis without forsaking multiplicity. As in a perfume, in which the dominant note sits on the harmony of several ingredients.»
Rocco Iannone, Creative Director Pal Zileri