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

Cameron Tewson is the editor and founder of The online media outlet which launched in 2012 was designed to share his thoughts and observations within the fashion & luxury industry. Rising through the ranks. Since leaving school at the tender age of 16, Cameron has consulted for leading global organisations and has been named one of the 7th top influencers to follow as well as a 30 under 30 rising star in the UK. He can be found instagramming at @camerontewson View all posts by Cameron Tewson →