Textile trends and “off” shots: a double interview

Flashed! Forever More is Zignone’s new campaign. To better understand the concept behind it, we spoke with Matteo Patti, CEO of the wool mill, and Barbara Villanova, our Art Director.

The images from the shoot introduce the market to the new fabrics of the Event line, dedicated to formal occasions, through the lens of an imagined afterparty. It was Matteo Patti himself who asked us to tell the brand’s story in an unconventional —“edgier”— way, as he explains below.

Matteo, how is the formalwear market changing?

It’s a traditional sector, not particularly used to major shifts. Today, the trend leans toward cleaner, more elegant fabrics, moving away from artificial fibers in favor of higher-quality blends, with a strong preference for wool. That said, it varies greatly by region: formalwear is deeply tied to local cultures and lifestyles.

What are the main innovations or trends?

Lighter colors, especially pastels: soft greens, pale pinks. And outdoor ceremonies are booming — at the beach, for example. Many weddings are no longer held in churches, so brands are also proposing less classic formalwear, with casual elements and summer materials. Linen suits are now an option — something that would have been unthinkable in the past.

You and your team suggested working around the idea of the afterparty. What were you interested in conveying?

The key message was that the Event line isn’t only about weddings. These are versatile fabrics, designed for all kinds of special occasions: the ones we want to remember for a lifetime. That’s why I envisioned a more bold, unconventional marketing campaign.

What do you perceive as unconventional?

The style of the shoot, the sequence of moments, the narrative they create. In terms of themes and imagery, it’s the kind of communication you’d expect from a fashion brand rather than a textile manufacturer.

Looking at the industry overall, what do you expect after the strong rebound of Italian textiles in recent years?

In 2022 and 2023 we experienced a cycle beyond all expectations. Unfortunately, we’re now paying the price for that rapid recovery: fashion brands are sitting on large fabric inventories and, faced with signs of economic uncertainty, have slowed down purchases. We expect a new positive phase in the second half of 2024. Within this context, the segment least affected by downturns remains formalwear.

To date, Flashed! is Zignone’s most ambitious campaign. Set over the timeless span of a night in a villa, a group of friends comes together: everything feels more vivid, more intense, because it’s lived to the fullest. The shoot unfolds as a series of suspended moments — flashes of time that linger forever in memory, captured in stills from a single evening. Federico Masini (photography) and The Good Life Studio (video) collaborated with us once again on this project.

With this new campaign, the brand’s visual universe expands further, evoking emotions of euphoria and seduction. We asked Barbara Villanova, Bellissimo’s Art Director, to walk us through the creative choices behind the production.

Barbara, what aesthetic were you aiming for with these images?

More than the party itself, the guiding thread was seizing specific moments. “Capture the moment” was the input we received from Zignone — living each moment freely and photographing it. This kind of live, spontaneous photography became central to the shoot. It’s very contemporary, yet it also recalls iconic images that belong in fashion history.

Can you explain this idea of time a bit more?

Today, celebrating also means portraying yourself. Representing yourself in the moment is a fundamental part of the experience. On the other hand, this aesthetic of fleeting, sometimes imperfect shots brings to mind legendary photographers at the most iconic parties. Think of Mario Testino’s photo of Kate Moss.

How did you work to build this visual world?

One reference was club culture, even old-school clubbing — everything that sparkles: metallic curtains, mirror balls, the sequins of certain fabrics. The effect feels slightly anachronistic, especially in a hyper-contemporary villa like the one we chose. But again, the real protagonists are the moments, the scenes.

What kind of story does the campaign tell?

We identified a series of unexpected scenes, imagining a party that feels informal and spontaneous. Spaghetti at dawn, moments of unconventional sensuality, the final dive into the pool…

Do you have a favorite image?

The one with the models standing in line. That’s what I mean by “off shots”: her forehead cropped, balloons scattered on the floor. There’s a dark tone to it, almost like the entrance to Berlin’s Berghain. Yet it’s also highly polished, expressing anticipation and desire. The entire shoot works this way: deliberately imperfect, yet refined — a visual language well suited to telling the story of a high-quality Italian manufacturer.

You can find the full campaign shoot here

Published: Dec 19, 2023