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).
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.