Posted on by Cameron Tewson

In Marni’s spring/summer 2017 advertising campaign, the chunky black cameras are put in the hands of the models, who perform a refreshing role play for the shoot.

Standard studio shots can easily get repetitive season after season, so the Italian fashion label made the clever decision to switch things up, and highlight the relationships between the models, cameras and photographers.

Barbara Probst was recruited for the project. The German photographer, who is based both in Munich and New York, is known for producing conceptual images where the subject and the photographic equipment are depicted in an abstract and non-conventional manner.

In this case, the spotlight is put on the act of capturing an image, while, of course, being robed in new-season Marni. Models are pictured in various stages of photographic action, and are dressed in utilitarian trenches, dresses and separates in a refreshing palette of bright red, periwinkle blue, lilac and khaki. 

The clothing is accompanied by drawstring bags and solid-hued backpacks matching the colours of the spring/summer 2017 ready-to-wear. Overall, looks are minimal — the only adornments are single, shoulder-length earrings. Pointy block-heeled shoes decorate the feet of the models, who stand amid a maze of wires that connect their cameras to unseen equipment offset.



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About Cameron Tewson

Celebrating five years online,, founded by Cameron Tewson in 2012, is an online media outlet which consists of his musings, thoughts and observations within the fashion industry; editing from both front row and backstage at shows across the globe. With an ever growing following from around the world, Cameron and his work on has been named one of the top ten bloggers in the world. Cameron and has previously consulted and worked for brands as well as global organisations which only adds to the depth, style and insider knowledge., is the number one destination for all things luxury including travel from Summer 2017. View all posts by Cameron Tewson →