California Dreaming

Spring Summer 2020 fashion movie 

Los Angeles, and its iconic Venice Beach, is the frame for the Avant Toi SS 2020 collection. This story is the continuation of the FW campaign, which was the beginning of Avant Toi’s on the road trip, starting in the Mojave Desert (California) and reaching the beaches of the Pacific Ocean.
In reality, the concept of image, and the concept behind the collection, both want to go beyond a specific location, preferring the spirit of elegance and style of an avantgarde period for the fashion world, which crowned the use of colors, floral themes, and comfortable, flowing volumes.
The collection is in fact clearly inspired to Saint Tropez’s golden years, one of the key locations of the hippy culture which, precisely in that corner of the Côte d'Azur, was also embraced by the jet set.
Yuri Catania, Avant Toi’s consolidated photographer, decided to relive the atmosphere, style, and unique colors of that period in Los Angeles.
The photography is very natural, almost a reportage, conceived to enhance the natural beauty of the landscape and the women, who are protagonists with no defined makeup and hairstyle.
The campaign also includes the Avant Toi Home line, which decorates the interior of an iconic Airstream trailer with cushions, blankets and fabrics. A constant appearance in the photos and symbol of the on the road, hippy style.

art | photography Yuri Catania

 

creative directors | styling Mirko Ghignone and Sabrina Verrando

 

production Silvia Torricelli @ Yuri Catania LLC NYC

 

promotion Fiorella Ghignone e Luigia Gambetta-Liapull Srl

 

PRODUCT BY LIAPULL SRL 

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