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MARI AXEL: New Advertisement Campaign Spring-Summer 2016
January 27, 2016 01:13


The new advertisement campaign reflects the concept of MARI AXEL Spring-Summer 2016 collection; the brand showcased the collection at Mercedes-Benz Fashion Week Russia in fall.

'Don't be shy' is the slogan of MARI AXEL new work. The inspiration came from the most private place in every home - the bedroom. Lingerie trend is popular among the designers but few have the guts to make it the key theme of the collection. Mari Axel takes up the challenge and manages it perfectly: designer works with silks of various textures, skilfully combines lace and rayon, denim and silk net. The theme is supported by the silhouettes as well: flowing slip dresses, lace shorts and transparent tops, light nightgown dresses. Another bright feature of the collection is Mari Axel's experiments with corset cuts - luxurious dresses with sculptural corsets and playful skirts are sexy and elegant at the same time.

Colours of the collection are in line with the aesthetics of the lingerie trend - white, black, shades of red and beige, all chosen with delicate taste and look very sophisticated. Colours hint at the seductive looks of the lingerie and create the intrigue at the same time maintaining the decency of the real lady. Accessories are also part of the collection: light garments are emphasized by massive decorations while draping is skilfully mixed with pearls.

‘Every female, sooner or later, identifies herself with the pure beauty, special delicacy, eternal joy. Manifest of that feeling creates the environment of love, family, new life. After her victory in the contest Elite Model Look Armenia in 2004 I took part and won in other beauty contests.

I was thoroughly preparing for every appearance on the runway, every meeting with the public, photographers, I think about every detail: make up, clothes, my mood and step. I always watch how somebody else is doing that. I think that my present status – designer of female wear is the natural result of my professional and life experience, those feelings that I live through. I am doing what I am good at. I can say that referring to the lives, beauty and style of the legendary women of the past, I build the bridges of elegance to every contemporary woman, and I hope to the future woman’, - Mary Axel.


Author: Anna Dorozhkina

Tags: Mercedes-Benz Fashion Week Russia     

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