14 DAY TRIAL // It’s time to bring some ‘80s rock chic to the Mango look, and this is what Scarlett Johansson is here for. The “Iron Man 2” star, also one of the hottest women in showbiz at the moment, has officially become the face of the latest Mango collection with the unveiling of the new promo campaign, as Fashion United can confirm.
The change in model also comes accompanied by a change in style, as the ads clearly show. Shot by photographer Mario Sorrenti, they reveal that Winter 09/10 comes with a shift in terms of palette and style. For starters, the soft, bland colors of autumn (like beige and delicate browns) will be replaced by stronger shades of blue and mauve, the classic black and a spot of silver here and there. The style also changes from classic to ‘80s-inspired rock chic, while continuing to stress elegance.
“The campaign was shot in a Los Angeles studio under the direction of acclaimed photographer Mario Sorrenti. Scarlett demonstrated a versatile look portraying an image of a youthful and powerful woman. For this season, Mango is adding 1980s influences to its collection. Shoulder lines are accentuated on suit jackets and outer garments, while the silhouette becomes narrower in lower garments. There is an emphasis on slim-fit trousers, biker trousers, leggings and pencil skirts. The highlighted colors are black and grey, with the odd touch of cobalt blue and claret.” Fashion United writes of the ads.
Before Scarlett, the Barcelona fashion chain store collaborated with actresses Penelope Cruz and her sister Monica on no less than four distinct collections. The switch had to be made once Mango chose to reinvent the collection, while still keeping at the top of the list of priorities the idea of functional elegance. Also given the more somber tone of the new line, Scarlett was clearly the only logical choice.
“She is an extraordinary personality, fun, young. She’s Mango’s ideal urban woman, independent and cosmopolitan.” a statement from Mango on why it chose to go with Johansson says. Below are just some of the shots that have made the cut in the promo campaign of the new line. Enjoy.
