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26 July 2013

FOR.ME Elena Mirò launches its new advertising campaign

Hyperrealist sensuality for the For.me F/W 2013-14 woman

Whereas in the spring-summer 2013 advertising campaign the For.me Elena Mirò woman was beautiful and seductive, ironically intent on playing with the hands of a stranger mischievously hidden behind a fake wall, for the fall-winter 2013-14 season the dominant theme is the liberating desire to escape from the rigidity of all square shapes, to announce that curves are more interesting, more attractive.
The stars of this campaign are Lauren McKenzie and Noemi Manser – two of the world’s leading curvy top models – who were photographed by top fashion photographer Javier Vallhonrat. In what was reminiscent of a sophisticated, hyperrealist installation, the Spanish photographer got the models to emerge from two large white boxes in an elegant contrast with the colours of the collection. A warm light envelopes the set and emphasises the gentleness and tranquillity of the For.me woman. The undeniably sexy styling is by Alexis Cabouat.
The creativity of art director Paola Manfrin (Ego of Wrg agency) has also been translated into a video, with a more playful, fun feel. A film that is never predictable, paradigm of the “impossible-true” through the concept of a giant box emptied of its functional sense. A visual language - very popular with the online film world - on a disturbing scale that deforms the dimensions of the everyday object and makes it, for this reason, fascinating and contemporary. Just like the femininity of For.me Elena Mirò.