The Caractère 2013-2014 autumn-winter campaign reveals the brand’s new visual identity via a creative process inspired by the Futurist Manifesto of Filippo Tommaso Marinetti.
As in Marinetti’s work, in Caractère’s new communication “words in freedom” become images and, on this occasion, are interpreted by noted film maker and artist Yuri Ancarani, fresh from his recent success at the 55th Biennale di Venezia.
The artist’s film interprets the new logo, which starts as a small serif font and becomes a sans serif capital font, as if declaring that it has captured the image of a contemporary woman that is both more feminine and strong.
The Caractère 2013-2014 autumn-winter press campaign underlines the new stylistic direction of the brand through an abstract photographic set involving two up-and-coming young models, Amra Cerkezovic and Astrid Baarsma. Different in terms of both attitude and style, here they enjoy themselves by breaking up the letters of the Caractère brand name, kicking them, shaking them, freeing them from their clothes, pirouetting in an aesthetic dance immersed in the timeless atmosphere of a game that is all about glamour.
The new communication will appear in the most important fashion magazines, websites and newspapers from July 2013.
Adv Agency: Ego of WRG
Art Director: Paola Manfrin