Is it possible to effectively communicate products without ever showing them, just by interpreting the brand’s values, as it was required in WEB EYEWEAR’s Framing Light project?
«The real challenge but also the opportunity posed by this project was to try to interpret these three concepts – transparency, style and quiet luxury – without ever showing the eyewear itself. And to do so without being didactic. But in general that’s how I work, I always try to photograph fashion products without losing sight of their poetic value, to create something artistic that makes people dream: when this happens, it’s the perfect shot, conveying elegance that is never loud or flashy».
What inspired you in interpreting concepts such as transparency, style and quiet luxury?
«For style or “taste”, a term that can be associated with food but also with the aesthetic sense, I wished to evoke the quintessential Italian taste for beauty and art, manual skills and the ability to create something, like the dirty hands of a sculptor at work. The Marsala salt pans, instead, where water is tinged with pink due to a certain algae, and at sunset turns almost fluorescent in color, were the perfect location to talk about transparency in nature, like in the shot that captures herons flying over the water. For luxury, I decided to photograph a girl sitting outdoors, engrossed in a book, to stress the fact that true luxury today is having time for yourself, to read a book or meditate».
What was the most challenging shot?
«The most challenging photos were the ones shot in the salt pans because I wasn’t sure if I would have found the right light, the perfect atmosphere to evoke the concept of transparency, because it mostly depended on the weather. We had to wait a few days, but in the end we got the perfect light».
