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 cateunderwood.com 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!
all fashion provided: http://www.maurogrifoni.com
photography: http://cateunderwood.com
