In conversation with GIULIA MANTOVANI
Boundless visions
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Giulia Mantovani
Starring in the Framing Light project, where five contemporary Italian photographers were called to interpret WEB EYEWEAR’s values, Giulia Mantovani, with a solid background in fashion publishing, talks about herself and her vision.
Is it possible to effectively communicate products without ever showing them, just by interpreting the brand’s values, as it was required in WEB EYEWEAR’s Framing Light project?
«Yes, but to do so you have to embrace a very broad vision that goes beyond the product. And that orients itself towards an artistic language that, in this case, interprets the values on which a company is based, while staying true to your personal aesthetic research. Since I mostly work with brands on commercial projects, it was a very challenging opportunity for me».
What inspired you in interpreting concepts such as transparency, gusto and quiet luxury?
«I have reflected on these values on a personal level, trying to interpret them in a simple way, as part of everyday life, in an atmosphere of serenity. The concept of gusto, for example, turned into the idea of “taste of life” in my images, depicted as the bright shots of an outdoor summer table, photographed, however, at the end of lunch, immediately after a moment of conviviality, thus scenes of serenity but with a subtle nostalgic note. I interpreted quiet luxury, instead, as the warm, nuanced light and atmosphere of a beach in Cefalù, nodding to the true luxury of slow living, having time to rest and take a break».
What was the most challenging shot?
«The value of transparency, which is an abstract concept that also recalls important values such as honesty and sincerity, was the most complicated issue for me. After much thought, I chose to work with a model on a beach in Liguria for these images, trying to capture the subtle visual interplay between reflections and water».
