Spring Summer 24 Campaign by Margherita Demina

Creative Direction Angelica Montini

Photography Margherita Demina

Model Gaia Renda

Styling Mat Landre

Clothes and their consumption become almost faint in their very ambiguity, yet fashion acts as a sort of crucial test for the mood of society. Clothing can express cultural norms, serve as a stenography for social grouping, and act as a canvas of visual allusion: in short, clothes and how we wear them become arbitrary as any spoken communication.

Because most cultures that where referenced as the inspiration of the garments started by being nomadic groups without permanent architecture on which to express their art, they use their bodies and garments as their canvases, embellishing their skin with mineral pigments from powdered volcanic rocks and dressing themselves in textiles obtained from the natural world around them, still painting to this day their traditional attires, both for everyday garments and for some people only for unique occasions. Far from the fashion houses in Milan, the ateliers in Paris and the polished magazines at your local news stand, they are from an alternate fashion world, where what you wear is subject to mother nature’s infinitely mutating elements, the colours “in season” truly do depend on the season, and individuality is the only trend.

Here are a few things Anthropology loves more than binary structures: Est vs. west, feminine vs. masculine, modern vs. traditional, individual vs. collective. Angelica Montini falls into a category where it does not have to at all costs specify an answer, it can be what it wants and how it wants. A garment of a thousand colours, sexes and religions... free.