VIC MATIĒ Fall/Winter 2016-2017 Advertising Campaign


For the fall/winter 2016/17 collection, Silvia Curzi, creative director of VIC MATIÉ continues to increase her work on extremes: masculine vs. feminine, hot vs. cold, colourful vs. black, daytime vs. night time, rubber vs. suede, metal vs. fur.
The VIC MATIÉ universe remains incisive, contemporary, hyper realist, emotional. References are from the history of rock from the 1970’s to 2000, to the uniforms of the clubbing ‘90’s but also iconic masculine shapes like western, derby, Beatles.
Emerging from this is an image of a strong woman, grounded in the here and now but with an intense look toward the near future.
The storybook is divided into four themes, each of which corresponds to a different coloured atmosphere.
Green Prelude shows off the part that is blackest, cold, masculine and metallic of the collection with highlighted texture, thermal printing and metallic patent hand finishes.
Crimson Passion contains more every day, active structure using rubber, pony, suede and patent.
Mauve Mixture is the more sophisticated and glamorous part with design heels in metal, visible stitching, material changes.
Blue Freedom gives the idea of travel and warmth, uses fur, chamois, colours cream and chocolate.


Inspired by split screen technique the video created by Italian photographer Edoardo Pasero is a continuation of his collaboration with VIC MATIÉ again for fall/winter 2016/17.
Split screen technique, which is the division of the film screen in different parts with action running at the same time, began in the 1950’s in the United States but became an important narrative form in the second half of the 1960’s.
The particular reference used by Edoardo Pasero is from the film by Normal Jewison “The Thomas Crown affair” of 1968.
In the video describing the Vic Matié fall/winter 2016/17 collection the fragmentation of images and seamlessly combined long, detailed takes are used to show off the product. Shoes and bags are represented through a very strong idea of styling and movement that forces the eye of the observer to find a personal synthesis and insert their own meaning into what they see.
An action that is necessary to enter the universe of VIC MATIÉ where every woman is unique, recognisable, without equal.

VIC MATIĒ Fall/Winter 2016-2017 Advertising Campaign


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