Flashed! by Zignone
TIME SUBLIME
The most ambitious campaign for the Biella-based wool mill further expands the brand’s textile universe — channeling allure and seduction into the language of fashion.
The Zignone brand story gets yet another refresh, this time in a nighttime setting. Since 2017, Bellissimo has been supporting the mill’s communication, repeatedly developing its key brand tools and content. In this instance, the collaboration focuses on the Event products, the line dedicated to formalwear, at a time when this market is experiencing strong growth after the pandemic-related slowdown.
The brand aims to present its textile fabric line while avoiding the usual stereotypes associated with celebratory moments, including weddings and graduations. Instead, it seeks to highlight an imagery of euphoric freedom: an atmosphere suspended between party and after-party, where moments worth remembering are actually lived — and for that, enjoyed in the finest attire. Matteo Patti, CEO of Zignone, and Barbara Villanova, Art Director at Bellissimo, discuss the campaign in this joint interview.
With these values in mind, Bellissimo brings the Flashed! Forever More campaign to life. In the sublime hours of a night at the villa, a tight-knit group gathers: everything feels more vivid, more intense, because it is lived to the fullest. The shoot captures a collection of moments suspended in time — flashes of experiences that will forever resonate in memory, captured in the photographs of the evening.
The style of the shoot, the sequence of moments, the story they build… In terms of themes and imagery, it’s the kind of communication you’d expect more from a fashion brand than from a textile manufacturer.
Matteo Patti, Zignone CEO
For the first time, a Zignone campaign introduces women amongst the models — a clear sign of the brand’s expanding aesthetic. As a B2B mill that supplies fashion labels, Zignone sits in an intermediate position between production and style; from this vantage point comes a communication approach that’s fully aware of the industry’s visual language. In the Event campaign, the brand openly engages with themes of seduction, transgression, pleasure.
Once more, Bellissimo’s art direction rests on the work of Federico Masini (photography and post-production) and The Good Life Studio (video and editing). Completing the journey —from concept to casting, from location scouting to the shoot— the studio also curated the campaign’s written content: short texts rich in atmosphere and references, the verbal counterpart to the images created.
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