Mariacarla Boscono is the latest star to bare all for a fashion commercial. The stunning Italian model stripped down for Loewe’s fall/winter 2011 advertising campaign, posing with only Flamenco bags covering her bits.
Boscono was photographed at Madrid’s historic Ritz Hotel, a location that art director and stylist Katie Grand insisted upon. She said she felt it was “really important” that the Spanish brand feature an iconic Spanish location in the commercial. The beaches of the Southern coast were considered, but eventually the Ritz won out.
“Once we’d decided on the Ritz we moved heaven and earth to make it happen,” she explained. “It was the perfect location, what with its glamorous history and its connection to Loewe.“
That connection is a little tenuous, but apparently Loewe enthusiasts Ava Gardner and Ernest Hemmingway would drink there together in the 50s and 60s. The glamour of the tale certainly makes up for the shaky link between the hotel and fashion house!
I might be shocked by this campaign if I hadn’t felt like I’d seen it all before. Let’s remember that in the last 12 months we’ve seen Irina Shayk nude up for Xti, Annalynne McCord strip down for Marc Ecko, and perhaps most notably January Jones bare almost all for Versace. What was originally a daring advertising tactic today is only commonplace. Loewe’s dramatic lighting makes this advertisement a little more interesting than the average, but the concept feels tired, don’t you think?
