Marni HIGH SUMMER 2024 campaign
by Gabriel Córdoba Acosta
The new installment of Marni Jam, the interdisciplinary multi-practice that brings together Marni and like-minded entities in a series of creative exchanges, has been co-designed by Francesco Risso, Paloma Elsesser, and Alake Shilling in a seamless amalgamation of practices and as an ode to the link between human bodies and the body of nature.
Alake’s soft, vibrant flora and fauna swarms on items meant to embrace a variety of shapes and charged with Marni’s unique sense of playfulness. Either barely touched or revealed by pieces cut close to the figure, the body is central, its energy liberated: cut-outs, flounces, and the see-through nature of crochet, which is featured prominently, allow for a constant glimpse of skin. Shirt jackets and slender coats are cut straight, while bomber jackets and blouses float and flow, as do wide, low-waisted trousers. Topstitching on denim pieces delineates the silhouette. The palette is appropriately earthy and summery: an amalgamation of white, sand, pale yellow, and cocoa with bright notes of leaf green, sunny yellow, and sky blue.
Giving corporeal texture to a ‘naturorgasmic’ fantasy made real in the sun are the organic and lower-impact materials used throughout, exploring new ways forward and the constant quest for a beautiful approach. Organic cotton features as super light muslin, toile, stretch poplin, jersey, gabardine, and stretch denim; mercerized organic cotton is used for crochet items. Flax, historically known as a low-impact natural fiber, recurs as crisp woven linen, and throughout knitwear, while viscose is sourced through responsibly managed forests, and swimwear is crafted from recycled lycra and nylon. Mineral dying processes avoid the use of harmful chemicals. Even components and trims make innovative use of alternative materials: Corozo buttons, made with natural materials replace horn; zippers are crafted from recycled polyester.
Accessories are woven raffia hats, floppy hats with oversized brims and caps. The playfulness of the collection is further evident in canvas and leather circular handbags surreally shaped like hoop earrings.
Marni’s new collection comes with a campaign, shot on the streets of Los Angeles by acclaimed American photographer Colin Dodgson and starring Paloma Elsesser.
Have a look at the images of the Marni HIGH SUMMER 2024 campaign below:
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