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Behind the scenes at Armani's SS14 Campaign Shoot

10 January, 2014

Written by Fashion Fox in News

Georgio Armani

Georgio Armani shot their SS14 campaign yesterday by photographic team Mert Alas and Marcus Piggott whose work is regularly featured on the front covers of Vogue, Love and W Magazine. The shoots features models Karlina Caune and Nikolai Danielsen. Where others are pursuing plain colours Armani are embracing intense florals in rich painterly colour-ways. Floral will continue to make their presence known this summer and into next autumn in Menswear following a zeitgeist for marrying the feminine with a bold spirit.

Where most houses are opting for classic sugary pastels or palettes of bleached out sun colours Armani offers a more subdued palette that speaks of water colour tones, subtlety of shades comes from colour flow and dilution rather than the solid chalkiness that comes of softening colours with white. As you'd expect from Armani, the fabrics are translucent and flowing. He uses greys and blues and blacks for those who wish to eschew cheery sugar colours but vibrant pinks hover over blue grey's like red and pink flowers do in the blue dying light of a summers evening.

The set was dressed with by giant, life like silk flowers the softer tones you’d expect in Victorian paintings layered over a classical photographic backdrop lit in a sensuous light and shadows of fading evening light lending a dreamy almost surreal atmosphere that marries with the ethereal lightness of the garments and amplifies their intensely vivid colours. This is just a sneak peak behind the scenes; we look forward to seeing the full campaign and the new collection online shortly.

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Behind the scenes at Armani's SS14 Campaign Shoot

We show you a sneak peak of the latest advertising campaign for Georgio Armani shot by photographic team Mert Alas and Marcus Piggott which shows off their Spring Summer collection which includes beautiful subtle floral prints, and embroidery

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