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MELTIN’POT PRESENTS: WHERE LIFE TAKES YOU / Advertising Campaign for Spring / Summer 2013.

A celebration of real life experiences, stories and real people – The real thing! The prestigious Italian brand Meltin’pot, presents the new advertising campaign for spring and summer 2013. The new campaign has been shot by Dutch, Amsterdam based, Dennis Duijnhouwer, an analog photographer and also a lover of fake plants, amateur graffiti and Captain Beefheart and his life itself reads like a photographic diary.

Shot in Italy, the new campaign emulates the themes of the new collection and is colourful, summer free, raw, dynamic and gives an air of freedom which brings alive the brand’s tagline of “Where Life Takes You” via Duijnhouwer’s laid back imagery and accompanying one minute film cut. These also portray both the energy of the brand and those “real” people that wear it and life’s multitude of experiences, that we all live and breathe on a day to day basis, minute to minute and day by night.

One of the principal sources of inspiration for SS’13 is – “A Game of Colour” and the subtraction and additions of this. Colour continues to be one of the principal protagonists of this new collection, from pastel colour tones through to salmons, yellows and green hues, with super feminine pieces featuring in graduating shades, across a range and choice of fits and with the new season’s regular fit being “the Crop” fit.

“Authenticity and the “Real Thing” from the core of the denim heart, AKA “Denim Workwear” is another of the prominent themes that features, with vintage originals, washes, fits and details and are an integral part of the collection and like no other season. The presentation of Meltin’Pot’s unique purple indigo denim highlights this seasonal trend and is just one of the season’s MUST HAVE items from this collection of modern vintage pieces.

The third influential trend running though the collection is that of Rock’n Roll, which has forever been synonymous with denim. This season presents a new colour reinterpretation of this timeless style influence and features shades of grey denim and used effects, whilst block colours rein supreme in the “Glam” pastel selection, giving a metallic – look.

So feel the summer breeze this season ahead and let your life and freeness take you where it will.

MELTIN’POT : WHERE LIFE TAKES YOU . WATCH THE VIDEO BELOW:

Campaign details:

Photographer: Dennis Duijnhouwer / Photographic Assistant: Ryan Cookson / Concept, Creative Direction, Production: Staat Creative Agency / Filmmaker: Gabriele Surdo / Styling: Marike Granieri / Models: Charlotte Ley, Cynthia Mutch, Samuel Thomson and Giulio Lotti J / Music SoundTrack: “The way my hearts beats” by Good Shoes

meltinpot.com  / facebook.com/meltinpotcompany

 

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