Like his controversial rival, Benetton, the Italian fashion
designer, Alberto Aspesi, tries to avoid what he calls the ’pedantic
illustration of a product’ in his advertising. Instead, his latest
campaign - which was developed in conjunction with the design group,
Tomato - is a collection of small images, only a few of which show
The campaign broke in March in Italian national newspapers, with ads in
black and white and in colour. Each ad shows a set of six images as
diverse and esoteric as a light, a shot of skies, or a black card.
The gaments are featured neatly folded or laid out, but they are never
depicted on a model.
Design: group Tomato
Client: Alberto Aspesi
Art direction, photography and design Dirk Van Dooren
Project head: Franca Soncini.