Magliano Captures The Poetry of Provincial Ennui
For his S/S 24 campaign, the Italian designer enlisted the help of photographer Stacy Kranitz on a documentary style shoot on Emilia Romagna’s north coast.
For his S/S 24 campaign, the Italian designer enlisted the help of photographer Stacy Kranitz on a documentary style shoot on Emilia Romagna’s north coast.
‘We want to represent an Italy that’s often untold, but exists,’ designer Luca Magliano told SHOWstudio last year following his A/W 23 show. It’s this quote that’s at the heart of the Italian designer’s namesake label known for it’s exploration of masculinity and class identity within mundane, often conservative spaces. Bridging the line between Italian tradition and the progressively queer, since 2016 Magliano has been quietly pushing the sartorial boundaries and his latest campaign is no exception.
Shot by photographer Stacy Kranitz, Magliano’s S/S 24 campaign follows the residents of a small town on Emilia Romagna’s north coast. The documentary style shoot poetically presents the hidden realities of the town’s inhabitants through their relationship with the space that they surrounds them. From eerie woods at dusk to the apathy of those early hours at local nightclubs and empty car parks, Kranitz’s cinematic imagery evokes a romantic appreciation of the ennui of provincial life.
Through these evocative images, Magliano’s listless protagonists become keys to unlocking the magnificence of these liminal spaces. Kranitz's lens captures the poignancy of these isolated landscapes, unraveling tales of beauty in the forgotten corners of worlds too often hidden from fashion’s metropolitan eyes.
In this transcende of conventional fashion photography, the brand presents a a visual symphony that not only celebrates the essence of provincial life but also serves as a testament to the profound beauty concealed within the ordinary. Affirming Magliano's commitment to representing an Italy that exists, yet often remains hidden from the broader cultural spotlight.
