Friday, January 28, 2011

Ladies Who Lunch: MANGO is not just a Fruit!

Fresh on the heels of her Best Actress Tony Award for the revival of Arthur Miller's "A View from the Bridge", Scarlett Johansson returns as the face of MANGO for the fourth consecutive season!

The setting for the photo shoot was La Ricarda House, a dramatic modernist house in Barcelona.  Photographed by Mario Sorrenti, the shoot was styled by Jane How, with hair by Oribe and make-up by Aaron de May.  In recent years, Ms. Johansson has usually gone after the old Hollywood Glamour look, but in this ad campaign, they have created a look that is much younger, sophisticated and modern, befitting the location and the MANGO label.

Ms. Johansson commented on her relationship with the brand and on the shoot by saying, "Yes, it has been great working with MANGO. I loved working with the whole team – I think between Mario, the makeup and hairdressing teams and the stylist, we have created something special."

The new MANGO collection, called Modernist Resort, aims for a clean, modernist approach with a focus on simple lines and minimalist silhouettes that use bright colours and graphic contrasts in the stripes to add energy. The longer skirts move towards pencil styles and slightly fuller forms, adding movement and sensuality.

The colour palette of the collection is a mix of bright lemons, mint green, and watermelon with nude and tan shades giving the colour story a feeling of sophistication.  Accents of bright reds, oranges and yellows give depth to the beige tones and blue shades are used to create a retro sailor look.

Starting out in Barcelona in 1984, the company has grown to over 1,700 stores worldwide.  I personally have been in their stores in most major American cities and as far away as Bangkok. Providing chic fashion trends at affordable prices, the company's growing success is no surprise and Scarlett Johansson is the perfect face to convey MANGO's message.

Photos Courtesy of MANGO

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