Enormous fun yesterday as I was let loose with the AW11 collections in Luisa Via Roma’s flagship Florence store. My only brief was to produce three looks. That was it. I cannot tell you what bliss it is as a stylist not to have any external input: no advertisers to please, no client to approve the model or locations, no need to use a range of designers.
Whilst Aveda stylists made-up & did the hair of my model to my directions, (Sixties bob with volume at the crown, but very sleek & glossy at the front, and a strong red lip), I scoured the store for pieces. Having first snatched up an exquisite Antonio Berardi lace skater dress in black and navy, I decided that my three looks would all be black & navy, with a really strong silhouette.
Whilst we were free to shoot in the store and on its beautiful terrace, I was itching to explore Florence. I decided to take to the streets with my crew: Maverick the photographer, Sam the LVR assistant and Antonella my brilliant model.
I also wanted to have an editorial feel, to tell a little bit of a story, rather than just shooting three disparate looks. Given that my looks were quite severe, I decided humour was called for and, the moment I spotted the carousel in the piazza and the stuffed toys used as VM in Luisa Via Roma, I knew where I was going. Luckily Maverick went for it, and much amusement was had stopping traffic with a life-sized Steiff bambi in the middle of a traffic-clogged road, and then shooting Antonella eating gelato bang in the middle of Piazza Duomo.
(Rick Owens leather jacket, Raoul black silk chiffon & leather asymmetric dress)
Antonio Berardi dress, Sergio Rossi heels