Difference between revisions of "Marni"

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Marni is an Italian luxury fashion house founded in 1994 by Consuelo Castiglioni. It is recognized worldwide for its women's, men's and children's ready-to-wear and accessories collections. <ref> https://en.wikipedia.org/wiki/Marni_(fashion_house) </ref>
 
Marni is an Italian luxury fashion house founded in 1994 by Consuelo Castiglioni. It is recognized worldwide for its women's, men's and children's ready-to-wear and accessories collections. <ref> https://en.wikipedia.org/wiki/Marni_(fashion_house) </ref>
  
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== Controversial campaign ==
  
 
 
== Controversial campaign ==
 
 
In July 2020 Marni released a campaign named “Flip Flops, Precious Details and Jungle Mood SS20”, which ended up to be a concerning campaign. Marni’s campaign features a few Black models, captured with a bunch of problematic statements, as the audiences take a further look into. Soon after the campaigns are posted on Instagram, a fashion watchdog Instagram group, [https://en.wikipedia.org/wiki/Diet_Prada Diet Prada], called out Marni directly for the troublesome statements in their photographs, involving ethnic items and some insensitive props usage.
 
In July 2020 Marni released a campaign named “Flip Flops, Precious Details and Jungle Mood SS20”, which ended up to be a concerning campaign. Marni’s campaign features a few Black models, captured with a bunch of problematic statements, as the audiences take a further look into. Soon after the campaigns are posted on Instagram, a fashion watchdog Instagram group, [https://en.wikipedia.org/wiki/Diet_Prada Diet Prada], called out Marni directly for the troublesome statements in their photographs, involving ethnic items and some insensitive props usage.
  

Revision as of 03:27, 21 December 2020

Marni logo

Marni is an Italian luxury fashion house founded in 1994 by Consuelo Castiglioni. It is recognized worldwide for its women's, men's and children's ready-to-wear and accessories collections. [1]

Controversial campaign

In July 2020 Marni released a campaign named “Flip Flops, Precious Details and Jungle Mood SS20”, which ended up to be a concerning campaign. Marni’s campaign features a few Black models, captured with a bunch of problematic statements, as the audiences take a further look into. Soon after the campaigns are posted on Instagram, a fashion watchdog Instagram group, Diet Prada, called out Marni directly for the troublesome statements in their photographs, involving ethnic items and some insensitive props usage.

Marni's campaign on Diet Prada's account

Marni was criticised online for the demeaning and colonialistic imagery used for their spring/summer 2020 collection. [2]

On the campaign, there are some images which depict the models wearing a series of ‘ethnic’ items including woven grass hats, chunky wooden Bayong necklaces, and piles of bangles – none of which, noted DP, form part of the Italian label’s latest collection. Elsewhere, one black model is photographed with a large wooden tote bag with large chains near to their feet, which at a glance, looks a lot like shackles.

The fact that they also featured the statements “Jungle mood”, “Barefoot in the jungle”, and “Tribal amulet” to finish the whole campaign thing off, at first, seemingly intended to show the mere flip-flop campaign’s mood, but instead, it serves to reinforce arhaic racist and colonial stereotypes. .[3]

Behind the campaign

To everyone’s surprise, an Afro-Brazillian photographer, Edgar Azevedo was behind the lens of this campaign, which he collaborated with Giovanni Bianco, a Brazilian-Italian art director. Audiences were wondering, was something lost in translation? Marni should have provided more elaboration on the collaboration, which hypothetically could reduce the critics that rose because of this campaign. But all in all, the damage has been done when Marni’s marketing team has decided to put up those words.

Black people have been deprived of their human right through this sort of insensitive campaign, which says a lot about the institution of white supremacy. After the huge backlash, Marni deleted all posts relating to the campaign and Marni’s creative director, Francesco Risso, posted an apology to his Instagram. He mentioned that their intended purpose was to capture the beauty of Azevedo’s (the photographer) community, but he admitted that Marni failed to adequately do so in a respectful and thoughtful way.

References

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