The main topic of the photo shooting Scalia Group for the season SS18 was the journey: a decision, that is not only limited on the unavoidable connection between summer and holidays, but that evokes also the groups more ample concept of traveling, combined with the internationalization and the cultural enrichment. The first tangible example for this is the international flair of the shooting itself with models and professionals of different nations, coordinated by the artistic director Luca Lo Bosco.
On board of a Turkish Caique, a traditional wooden sailboat, navigating long the coast of Sferracavallo in Sicily, the photo shooting has seen as its protagonists the company’s most romantic brands like Samsonite, The Bridge, Piquadro, Emporio Armani, Braccialini Coccinelle, Pollini, Guess, Patrizia Pepe, Trussardi Jeans, Herschel, K-Way, Moleskine, Le Pandorine, Elitaly, Nero Giardini, Frau and Pollini shoes, with the aim to offer a panoramic view at its best on the summer collections in the sectors of luggage, business fashion, women’s fashion and foot-wear. To complete the outfits of the campaign’s faces there was Michele Inzerillo for Gentleman for the men’s fashion and Luan Fashion Store for the women’s fashion.
The decision for the location is another focus, that is connected to the topic of traveling: during the last years, Sicily became a reference point not only for travelers on their own, but also the meeting point of culture and tourism for experts of the sector, by housing important specialized trade fairs, on which Scalia Group participates regularly season by season. Examples for this are the Travelexpo 2018 at Città del Mare at Terrasini and the workshop Toureast at Modica. Furthermore the company has recently fixed the strong connection between fashion and tourism in Sicily with the opening of the sales point Scalia Bags at Agrigento, a renowned and excellent aim in the south of Italy.
The campaign SS18 of Scalia Group thus incarnates different significations, while including the company’s different essences, that confirms also for the summer its fresh, dynamic and international style.