COCCINELLE: #ALLABOUTUS, A CAMPAIGN SIGNED BY GIAMPAOLO SGURA AND ANNA DELLO RUSSO

COCCINELLE: #ALLABOUTUS, A CAMPAIGN SIGNED BY GIAMPAOLO SGURA AND ANNA DELLO RUSSO


Back to the Future. Cadillac flared bodies, Thunderbird pink leather seats and a soft convertible.

On the screen, images of an endless highway promising happiness, longing for the future, freedom.

In the air the sweet smell of the night.

Coccinelle’s Spring-Summer 2023 campaign pays homage to the innocent and rebellious feelings of the Fifties, with the creative direction of Giampaolo Sgura and the style of Anna Dello Russo, their third project for the brand.

Set at night by going in, on the one hand it evokes the neo-realism of cult films like “The Boys from 56th Street” and “American Graffiti”. On the other hand, it welcomes the old inspiration of “Grease” and “Happy Days”.

Thus, in Giampaolo Sgura’s pictures, competition between bands usually gives way to the compassion of couples – lovers, friends, lovers – and the desire for a new, rediscovered sociality.

Here, then, is an impromptu party on the hood of the car, between popcorn and strawberry lip gloss; an exchange of hugs in a parking lot that speaks of friendship and lightness; stolen kiss before the credits roll, loose hair, mini and jeans for him, T-shirt and pomade for him.

The main characters of this new romantic film, black and white, three bags of Coccinelle. It’s about the bag Magic of Ladybugs, balance, and closure of a pick inspired by Elvis’ rock’n’roll; of embroidery with a circular flap Ladybug Sun; and iconic Ladybugs Nicowhere the main detail is still the metal pick but oversized.

Three bags that say it all, starting with the #ALLABOUTUS label, of modern femininity according to Coccinelle: body-conscious, with love and function and freedom in equal measure, glam but instinctive, always ready to say yes to the excitement of the next event. .