”THE MORE THE WORLD ADVANCES WITH TECHNOLOGY AND BIG CORPORATIONS, THE MORE PEOPLE BECOME MINDLESS MACHINES- JUST DOING THEIR JOBS, SHUTTING UP, AND FOLLOWING ORDERS.
THIS PULLS PEOPLE FURTHER AWAY FROM THEMSELVES, CREATING ALIENATION AND AFFECTING MENTAL HEALTH. IN A WAY, IT TURNS PEOPLE INTO ECONOMIC SLAVES, TRAPPING THEM IN A BOX-A PRISON OF THEIR OWN CHOOSING.
WE WANT TO PORTRAY THE STORY OF A GIRL WHO IS STUCK IN THIS REALITY, A SYMBOL OF WHAT EVERYONE FEELS. WE CRAVE ACCEPTANCE AND APPROVAL, BUT THE MORE WE CHASE THIS SOCIETAL NEED, THE LESS WE REMAIN TRUE TO OURSELVES-A CONTRADICTION THAT CANNOT SUSTAIN ITSELF.
WE WANT TO SHOW A PERSON ON THE EDGE OF EXPLOSION, ONE STEP AWAY FROM EVERYTHING FALLING APART. SHE IS AT THE POINT WHERE HER NEED TO BE HERSELF HAS REACHED AN EXTREME, AND SHE SEES HERSELF AS AN INNER GRANDMOTHER-ONE THAT REFUSES TO BE TAMED.
THIS EDITORIAL IS INSPIRED BY THE ABSURDITY AND DARK HUMOR OF “THE OFFICE”, FOCUSING ON A WOMAN’S EMOTIONAL JOURNEY THROUGH THE OVERWHELMING MONOTONY OF OFFICE LIFE. IT EXPLORES THE IRONY OF A CHAOTIC WORKDAY MIXED WITH A DEEP SENSE OF NON-BELONGING, WHICH LEADS THE CHARACTER TO BREAK DOWN AND ULTIMATELY GET FIRED. THE TRANSFORMATION IS VISUALLY CAPTURED THROUGH THE USE OF PURPLE-SYMBOLIZING CREATIVITY, POWER, AND SELF-REALIZATION-HIGHLIGHTING HER INNER CHANGE AND THE DISCOVERY THAT SHE DESERVES MORE. PURPLE PIECES WILL SLOWLY TAKE OVER HER OUTFIT, STARTING FROM THE MAKEUP THEN THE TIE AND SO ON… UNTIL SHE DISCOVERS HER TRUE FORM.
WE WANT TO BLUR THE LINE BETWEEN REALITY AND HER IMAGINATION AS HER MENTAL STATE DETERIORATES THROUGHOUT THE STORY.” – Andreea Sermoneta & Csaba Vago Kornel
Agnès wears dress by Psychedelic Overdose, rings by Jolipnj, double necklace by The Shell Dealer, sandals by CAMPER
TEAM CREDITS
Photographer & Art Director – Csaba Vago Kornel
Creative Director & Stylist – Andreea Sermoneta
Producer – Lucas Nicolosi
Head of Production – Andreea Sermoneta
Set Designer – Andrea De Angelis
Hair Stylist – Pol Guarné
Make-Up Artist – Maguelonne Bernard
Digitech – Quentin Perez
Creative Assistant – Jennifer Kaiser
Photographer Assistant – Timothée Bendrimia
Production Assistant 1 – Nino Tkebuchava Production Assistant 2 – Felicia Paraschivoi
Stylist Assistant – Claudia Julia Schergen
Set Designer Assistant – Veronika Tsukanova
Make-Up Assistant – Emmanuelle Damas
Model 1 – Aurèlia Colliou at Women Model Management
Model 2 – Agnès Tassel at Grey Model Agency
PRECIAL THANKS TO
Istituto Marangoni & Jacopo Cozzi
Sandro Zef x Creative Concept
Extras – Camille, Chantal, Marie, Luiza, Clara, Selen
Fashion Editor: Corinna Fusco