DesignerMercedes-Benz Fashion Week 2012: Valentina Ilardi Martin im Interview (english)Von Kim Ernst
Valentina Ilardi Martin ist die Gründerin, Editor-in-Chief und Direktorin vom Grey Magazine. Valentina sagt man ein individuelles Gespür für Mode voraus, für welches sie die Leute aus der Branche kennen. Sie arbeitete bereits mit bekannten Fotografen, wie Sarah Moon und Gregory Harris zusammen.
Valentina sprach im Interview über persönliche Ansichten von Stilikonen und die Zusammenarbeit mit Mercedes-Benz. Foto: Mercedes-Benz
Frage: Today, we’ve been shooting the new key visuals for Mercedes-Benz Fashion Week, and this year’s theme is ‘Icons of Style’. How have you interpreted this theme?
Valentina: ‘Icons of Style’ was a very interesting theme for me, because it can sound like something classic, but is actually very challenging and, in a way, difficult to put together. That is, different icons of style, starting with Mercedes-Benz — which is on its own an icon of automotive style — and then, of course, we chose to work with an iconic model like Lara Stone — who’s currently the number one model in the fashion world — as well as Calvin Klein, which is a long-time classic and considered to be iconic in the fashion industry. And for America in general, it’s a huge icon. So, it’s difficult to put together these factors, which are so independent in terms of their visual direction — their own visual identity, I would say —, but it’s also beautiful, because they all have something that fits together. For this reason, everything turned out fantastic. To interpret this theme, we chose Alex Prager, who from my point of view is a new icon. In this field, she’s considered a young photographer, because she hasn’t been doing fashion photography for a long time. After all, she’s mainly an artist. She’s very concentrated on her gallery work and short movies and other projects, so she rarely dedicates her time to fashion. But we got the amazing opportunity to work with her today. And though she’s a young photographer, she’s already an iconic photographer — because her style and image are extremely recognisable. And this totally matched the other factors involved in the project. So, Mercedes-Benz, Calvin Klein and Lara Stone — everything worked out perfectly.
Frage: How was the shoot today? Did everything go as you expected?
Valentina: Oh, today it actually went better than I had imagined, because the idea of the storm and the tumbleweeds — well, everything was going to be made on set with machines and special effects, and also, Alex is used to working in film production. We’re in LA today, where the weather is usually beautiful. We hadn’t hoped for a real storm, but in fact, we’ve had a very rare day in which it actually poured rain since this morning. We did have some beautiful moments when the weather was a bit easier for us to do our work, but it really turned out beautiful. We got some beautiful skies — a tormented sky — for the background, so we’re very happy with it. And the crew was agreeing on everything, so we got to collaborate in a very nice way, and everything went well.
Frage: Regarding the collaboration with Mercedes-Benz in general and in terms of creative role, were you able to work freely or were there restrictions?
Valentina: Actually, this is the first time I’m doing the creative direction for this campaign, and it’s an amazing opportunity for me. Right from the start, we wanted to go with an artist rather than simply a fashion photographer. So, we knew, of course, that creative freedom is something that’s extremely important for an artist. Alex had the opportunity to propose her idea, and it was really well accepted. We didn’t really have to make many compromises on this shoot, today. In fact, I believe it’s pretty much a work of art.
Frage: Regarding Lara Stone, I’m not sure that she’s really only a model. Today, we saw her talent as an actress. Have you been happy with Lara on this shoot?
Valentina: Oh yeah, she’s done a great job. She was very concentrated, and she had the right expression, but I mean, I don’t think it was actually the first time she faced a video camera. She’s also done testimonials for Calvin Klein many times, and I believe she’s done many spots for different things. So, she was pretty confident, she’s very easy to work with, and she did a great job.
Das Video zum Interview:
Im Interview: Valentina Ilardi Martin