Roberto Cavalli Spring/Summer 2012 Menswear Advertising Campaign

Jon Kortajarena, an icon of charm and masculinity, is the protagonist of this advertising campaign.
Steven Meisel shot the campaign in the studios situated on Pier 59 in New York, set against a monochromatic background which emphasizes the Cavalli menswear formal esthetic, made of clothes, of course, but mainly of personality, because fashion influences its times only when style becomes lifestyle, mingling image and substance
Jon Kortajarena has been also the main character of the video created during the last Roberto Cavalli menswear fashion show held in June, in which sounds and images give a profound depth to the magic of the show and the extremely sophisticated vision of the Cavalli man.
The video was created by Stefano Lorenzi, who has directed and written the screenplay for many short films and documentaries based on social issues, who collaborated with Daniele Cavalli to enhance the intimacy of the male ritual of dressing, before an encounter, in which the tailored suit is a means of bestowing full of confidence and self-awareness.
Through images and sounds the director brings this ritual to life for the viewer’s experience. The sound of his skin on the soft leather loafers, the rustle of his jacket over his shirt, a belt being stretched at his waist: images that represent the substance and essence of the garments.
Each runway look is captured through a sequence of photographic moments, completing the vision of the total look of details such as embroidery, the working of the leather, the finishing of the fabrics. The model and his outfit are analyzed, investigated, studied and appreciated through a cinematic vision.
The soundtrack for the video was created exclusively by the Fun Lovin’ Criminals, who worked directly with Maison Cavalli to mix an original track that best expresses the mood of the collection.

Jon Kortajarena, an icon of charm and masculinity, is the protagonist of this advertising campaign.
Steven Meisel shot the campaign in the studios situated on Pier 59 in New York, set against a monochromatic background which emphasizes the Cavalli menswear formal esthetic, made of clothes, of course, but mainly of personality, because fashion influences its times only when style becomes lifestyle, mingling image and substance
Jon Kortajarena has been also the main character of the video created during the last Roberto Cavalli menswear fashion show held in June, in which sounds and images give a profound depth to the magic of the show and the extremely sophisticated vision of the Cavalli man.
The video was created by Stefano Lorenzi, who has directed and written the screenplay for many short films and documentaries based on social issues, who collaborated with Daniele Cavalli to enhance the intimacy of the male ritual of dressing, before an encounter, in which the tailored suit is a means of bestowing full of confidence and self-awareness.
Through images and sounds the director brings this ritual to life for the viewer’s experience. The sound of his skin on the soft leather loafers, the rustle of his jacket over his shirt, a belt being stretched at his waist: images that represent the substance and essence of the garments.
Each runway look is captured through a sequence of photographic moments, completing the vision of the total look of details such as embroidery, the working of the leather, the finishing of the fabrics. The model and his outfit are analyzed, investigated, studied and appreciated through a cinematic vision.
The soundtrack for the video was created exclusively by the Fun Lovin’ Criminals, who worked directly with Maison Cavalli to mix an original track that best expresses the mood of the collection.