Today we launched our newest campaign, ‘ADAPT AND PREVAIL’ – images of domestic life, apparently familiar but with a shocking element, the model dons a gas mask while going about her homebound day.
Ideated by our CEO and Creative director, Carmine Rotondaro the new campaign reflects his point of view for Collini since acquiring the brand. According to Rotondaro, The Covid-19 emergency has created a strong compression and mix of different aspects of life into one single small operating space: at home. It has also created a compression and mix of feelings and emotions very different from each other: the fear of the virus and the comfort of life at home far away from the stress of travel, appointments, deadlines.
A striking model represents beauty and glamour while the gas mask she wears symbolizes fear and alarm, strongly contrasting elements surrounded by the common stage of everyone’s life over the past few months: the mundane details of everyday domestic activities like cooking, cleaning, grocery shopping and more.
Adaptation is key, the unthinkable (wearing a glamorous dress and a gas mask while grocery shopping) can be confronted, managed and surpassed. This is the lesson of Corona Virus, that humans are utterly adaptable and unstoppable even in the most distressing situations.