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Emma

Scalondro

Milano Fashion

Creative pieces are seen as the result of an instant, improvised combination of art ideas. Yet, there is so much more to them. The process behind the creation of this portfolio is the result of an ongoing learning experience in which artistic freedom is only a small fraction of it. Two different spheres influenced content development. The creative sphere aims to surprise the viewer by communicating a strong message through the combination of bodies and clothes. The technical sphere focuses on the best look of the pieces, adding a strong commercial value to them. This process requires a good mix of colors and fabrics, but also a study of the model’s poses and expressions, making a perfect production to the buyers’ eyes.

VIDEO “What Grandmothers want” is an editorial fashion film shot in what is called the “Roma bene” in a house built in the late forties. It tells the story of a traditional bourgeois family that secretly believes in “combined meetings”. It is a modern version, with an aesthetic inspired by Alessandro Michele’s Gucci, of the fairy tale of a prince that meets a princess. Minus the happy ending.