SS16 campaigns: Blugirl channels Jane Birkin and some California cool

Screen Shot 2016-02-14 at 20.28.06

Blugirl SS16 campaign

Blumarine’s younger label Blugirl has gone for a retro celebration of all-thing-Californian for its SS16 campaign with model Charlotte Cardin looking like an extra from The Graduate-meets-Love-Story-meets-Stepford-Wives.

Shot by Michelangelo di Battista and styled by Viviana Volpicella, the movie links are underscored by the fact that the campaign was shot at Universal Studios in Hollywood (those suburban lawns are just too perfect to be anywhere other than Hollywood, after all).

Screen Shot 2016-02-14 at 20.27.00

Blugirl SS16 campaign

The brand said of the campaign: “Charlotte Cardin is reminiscent of a young Jane Birkin in search of a new feminine aesthetic expressed with a more personal and less blatant approach.” Not a bad move (I’m always in favour of a “less blatant approach”.)

While Blugirl can sometimes seem a little too well, ‘youthfully pretty’ for my liking, this time it’s gone for a different feel. It’s an appealing evocation of a lifestyle and look from a particular time snd place (one that I’m way too old to even try to tap into). But it’s definitely much cooler than some. I can imagine it proving popular come festival and vacation season on both sides of the Atlantic.

Screen Shot 2016-02-14 at 20.28.20

Blugirl SS16 campaign

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s