VERO POP
LUISAVIAROMA JEWELRY CAMPAIGN 2016
CREATED BY VALENTINA GUIDI OTTOBRI
Ph. Ruggero Lupo Mengoni
At Pampaloni, Florence
Featured Alice Etro
Vero Pop stages a vibrant dialogue between craftsmanship, color, and surreal imagination. Set within a historic silver factory in Florence, the environment itself becomes a character — industrial, luminous, and imbued with the weight of artisanal memory. Into this space steps Alice Etro, her presence amplified by maximally saturated colors, creating a visual tension between figure, object, and architecture. The campaign unfolds as a homage to Man Ray, where light, shadow, and compositional play transform the factory into a theater of visual poetry. Jewelry, meticulously crafted, becomes both costume and sculpture, interacting with the industrial surfaces and the protagonist’s gestures to create tableaux that are at once modernist and pop, intimate and theatrical. The juxtaposition of raw material and vibrant color, tradition and experimentation, evokes a dialogue between historical craft and contemporary vision. Vero Pop celebrates the sensory richness of silver, the performative potential of jewelry, and the expressive power of color — a world where the surreal and the real coalesce in a vivid narrative.This project invites viewers to inhabit a space where industrial heritage and avant-garde aesthetics meet, and where jewelry becomes both subject and storyteller in a visual symphony of form, hue, and imagination.
