Friday, July 27, 2012

Cate Underwood for Mauro Grifoni.

Press release.

Today the world of communications moves with the speed of light. As a result of social networking and the web, the most varied information reaches us from all corners of the world in just the time it takes to digit a message on Twitter or Facebook.

And it is innovation and the new channels of information that Mauro Grifoni has in mind when advertising for his 2012/1013 autumn/winter collection.

This is not the usual campaign with shots by a fashionable photographer and with faces seen on the catwalk. It is something different and far nearer to what Mauro Grifoni represents: she is a trendsetter, an international globetrotter of style who travels with the latest generation of tablets and digital cameras.

The central figure in this important experiment is Cate Underwood, a twenty-one-year-old from the Ukraine, with a life passed between Kiev and London, where she lives, and Paris and New York. She is a blogger, deejay, a model but, above all, a photographer. Underwood, who won the Bazaar Fashion Forward Award in 2010, organized by the Ukrainian edition of Harper's Bazaar, collaborates with important fashion publications. However, from her website it is obvious that for her contemporaries she is a coolhunter and a media phenomenon.

For two days, during her first visit to Italy, Cate was the guest of Mauro Grifoni. After having chosen her travelling companion, the young model Vieri Mestriner, she put on the outfits she liked most and so became the protagonist of the self-portraits she made with a Polaroid and her mobile phone's Instagram.

There was no art direction, retouching or editorial guidance: everything was filtered through Cate's real and positively energetic eyes and her vision of the world.

The final layout of the "Cate Underwood: Self Portraits by Mobile Phone" campaign will include her marginal notes: the thoughts of a young, dynamic, and intelligent girl perfectly in tune with her times.

This is a new direction for Mauro Grifoni's advertising, one that mirrors the brand's aim to be nearer the changes and innovations that its clients experiment with every day. 

Making of upcoming self-portrait campaign for italian brand MAURO GRIFONI. Enjoy!

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