Giuseppe Zanotti’s voyeuristic new campaign
Giuseppe Zanotti’s latest advertising campaign is unashamedly voyeuristic.
The Italian luxury footwear company has just released imagery for its fall marketing, which not only shows off the brand’s iconic shoe designs, but plays with themes of celebrity and rock’n’roll lifestyle.
Shot by noted fashion photographer Mario Sorrenti, the campaign features models Grace Hartzel and Josh Beech acting as two rockstars standing backstage at a concert, with black and silver music equipment serving as props in the otherwise bare set. In the shots, Hartzel wears pumps and cowboy boots encrusted with crystals, while Beech models men’s velvet loafers and lace-ups with metallic details at the toe. Some of Zanotti’s ready-to-wear pieces are also on show, such as a patent leather minidress which Hartzel wears in one photograph, which are accessorised with a pair of vertiginous embellished sandals, which are one of Zanotti’s core products.
Speaking about the campaign, Zanotti, the founder and creative director of the company, said that he wanted the imagery to reflect the edginess and exclusivity of his designs.
“I wanted the campaign to feel a bit voyeuristic,” he told WWD. “Like you’re backstage with the band, seeing what goes on away from the glare of the public eye.”
The advertising campaign will appear in the forthcoming issues of top fashion magazines, including Vogue, Harper’s Bazaar, Vanity Fair, Tatler and GQ, among others.
The campaign comes as Zanotti makes moves to revamp the brand, launching a children’s shoe line in April (16) and announcing plans to install a new flagship store in London later this year.
Zanotti started out in the shoe design business by working for the likes of Christian Dior, Roberto Cavalli, Missoni and Vera Wang. He set up his eponymous line in 1993, and has become a go-to for stars such as Jennifer Lopez and Kylie Minogue, who are keen to make a style statement in the designer's extremely high heels which feature his signature beaded, cutout and studded detailing.