Vicedomini Turns Poolside Glamour Into a Very Stylish Temptation
Check out the new Vicedomini Spring/Summer 2010 ad campaign by photographer Maurizio Montani. Blue swimming pools, deep garden shadows, a decidedly glamorous blonde and a few rather distracting gentlemen set the mood. The clothes, however, have no intention of sharing top billing.
Montani opens with a sweep of white fabric and an ornate neckline that almost resembles a piece of jewelry. A lounging male model recedes into the background while the woman, with slicked-back hair, heavily defined eyes and a scarlet lip, commands the frame. It has the atmosphere of a luxury holiday after someone has turned the drama up several notches. Nobody here appears remotely interested in packing light.
There is a fashion-house history behind all that spectacle. Founded by Giuseppe Vicedomini in 1962, the Italian label built its name on dresses, prints and a clever understanding of fabric. Under Alessandra Vicedomini, that foundation has evolved toward luxury knitwear and polished pieces with a distinctly jet-set sensibility. The balance of ease and embellishment suits this campaign beautifully: even with a swimming pool a few steps away, there is nothing ordinary about the clothes.
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From Poolside Tease to Full-On Cocktail-Hour Drama
The next images bring the water into sharper focus. A pale, embellished halter-neck design catches the light against an almost impossibly turquoise pool, while a black one-piece with a colorful decorative motif makes a considerably bolder entrance. One photograph places its model face-to-face with a shirtless man at the pool’s edge; the contrast between her composed stare and his turned back does more storytelling than an entire page of campaign copy.
Montani keeps shifting the balance between sensuality and polish. A model reclines in patterned swimwear beside the water; another frame trades that sun-drenched scene for a dramatic black, silver-trimmed cover-up and a suitably theatrical pose. Then comes the pink dress, its surface covered in raised floral details, looking ready for an evening out even as the swimming pool remains stubbornly in view. Daywear, swimwear and cocktail dressing all occupy the same extravagant little universe.
And just when the pictures seem to have exhausted every corner of the pool deck, the final image takes the fashion right into the water. Dark, delicate fabric spreads across the bright blue surface as the model floats near the edge. It is hardly a practical swimming outfit, which is precisely the point: this campaign is selling a mood as much as a wardrobe. The setting is leisurely; the styling never is.
Keeping it sassy but classy. That is the line this campaign walks so well. From pale, embellished looks to black swimwear and the rosy statement dress, Montani gives Vicedomini a summer that knows how to make an entrance—and has absolutely no plans to leave quietly.
Source: Vicedomini. This archived INYIM post was restored and lightly reformatted for readability while preserving its original-era framing.
