PINKO Spring-Summer Advertising Campaign
Overcoming challenges. Thinking outside the box. Positive thinking. A vision of personal creativity. The advertising campaign for the Spring-Summer 2020 season is a manifesto for expressing the PINKO Woman. Determined, empowered, confident, making her own decisions. Always ready to take life by the horns.
A fiery sunset. A wilderness of mesmerising colours is the backdrop to Mert Alas & Marcus Piggott’s shots, which portray a femininity that is glamorous, gritty, rock, and never predictable. This visual symphony was shaped with a creative team that united stylist Vanessa Reid and creative director Riccardo Ruini with the new star, Lily Aldridge – model, mother and businesswoman – who embodies the beauty of the moment. “We chose Lily because she is the epitome of the PINKO woman”, explained Caterina Negra, image director of PINKO. “She is elegant, sophisticated, with a modern approach. She fills many roles without having had to sacrifice anything. She makes an impression living a life filled with different experiences, as demanded by the modern world”.
Fringes and a masculine jacket. Bright sequins and dark leather. Rodeo-style boots, belt and hat are teamed with sensual denim. This is Lily’s look, as she mounts a unique mechanical bull. It was made specially for the campaign, inspired by the shape and detailing of the Love Bag Mix Studs. An ultra-stylish clash of black and metal accompanies the Love Bag Puff, a new shape in soft quilted nappa leather with chevron motif and appliqué suede fringe. The fastening is the iconic metal buckle with Love Birds. Not forgetting micro-chains and studs for the Mini Love Metal Fringes or rhinestone fringing for the Go-round version.
The looks are a spontaneous expression of femininity, where personality is key, and movement adds a new dimension to the images. It’s the PINKO message. To be in a safe place where you can be creative without being judged and where you are free to choose. #createyourownlife