In 1994, Marni emerged as a luxury ready-to-wear brand, founded by Consuelo Castiglioni. Despite its successful 20-year journey, the brand had never embarked on an advertising campaign until 2015. This all changed when Marni collaborated with English-American artist Jackie Nickerson for their inaugural campaign.
The Marni campaign for Autumn/Winter 2015-16 was an artistic endeavor, showcasing the women’s collection through highly conceptual imagery. Top model Marte Mei Van Haaster was captured in unexpected poses, such as sleeping on the floor or leaning against an overturned table. These unconventional shots aimed to highlight the strength, thoughtfulness, and independence of the Marni woman.
Jackie Nickerson, the photographer behind the campaign, emphasized the importance of putting the person before the clothes. By capturing intimate moments of the Marni woman in vibrant and colorful settings, Nickerson successfully conveyed the essence of the brand.
The decision to create an advertising campaign came at a time of global expansion for Marni, with plans for the development of all collections and new store openings. As a result, the luxury house expressed its intention to present an advertising campaign every season going forward.
One notable aspect of the campaign was the model’s continuous hiding of her face with her arms or hair. This subtle detail perfectly encapsulated the understated elegance that defines the Marni brand. Throughout its existence, Marni had relied solely on its discreet approach, refraining from any advertising strategies. However, this campaign marked a significant shift in the brand’s trajectory.
Since its inception, Marni has garnered a reputation for its understated elegance within the fashion and luxury industry. The brand’s decision to finally embrace advertising after more than two decades demonstrates its ability to surprise and adapt to changing times.
Overall, Marni’s collaboration with Jackie Nickerson for their first advertising campaign was a milestone for the brand. Through conceptual and surprising imagery, Marni showcased its unique identity and set the stage for future campaigns to come.
Useful links:
1. Marni Official Website
2. Jackie Nickerson Official Website
