In an attempt to return an enthusiastic tone to our lives and plan the next chapter of the story we are building together with those we love most, Mango launches its new campaign, “Life in Bloom”.This project reflects the current context in which, after months of physical distancing, energy is renewed and a desire to get out and enjoy nature, the company of our close community and all the world can offer us, become more relevant than ever before.
The acclaimed fashion photographer Cass Bird, who collaborated with Mango in previous campaigns such as Intimate Dinner (November 2019), captures with her sensibility and spontaneous style a photoshoot which took place in Argentina last February.In a summer setting, the artist captures Andreea Diaconu, Kaya Wilkins, Jill Kortleve, Oumie Jammeh, Boyd Gates and Anders Hayward as the protagonists of a moment of shared joy.
As it did in the previous spring/summer 2020 campaign, Mango is giving voice to its community, which it got to participate in the photoshoot via Instagram. Followers of the brand were given access to the photoshoot and other exclusive details such as the location, the set, deciding which scenes they wanted to see, and the first look at some of the garments and colours, as they were gradually revealed.
The women’s designs have been created by translating this sense of optimism through the use of joyful colours and natural fabrics in a collection of 100% sustainable garments. The intention behind using this type of tonalities and floral forms is to make one feel good. Colours such as red, yellow and pastel pink raise the spirits and the volume of the garments, while the silhouettes, with balloon sleeves, frills and baggy skirts pay homage to the wonders of nature. Poplin becomes the star fabric in the designs for Women.
The men’s offering also combines versions of relaxed style by creating clean and contemporary silhouettes. The range of neutral colours such as white and beige predominate in safari jackets, soft fabric shirts and garments that are easy to combine. Life in Bloom also includes joyful designs in the men’s collection through a combination of stripe and floral prints and accessories such as espadrilles and leather sandals.
The importance of sticking together has been key during this period and Mango has expressed this by keeping us in a community through style and culture. Throughout this period of social distancing, the brand has immersed its followers in a world full of rhythm, personality and energy. Projects such as The Weekly Agenda, Mango Cooks and #MangoGirlsCalling have revealed a new form of expression in this situation through our collaborators. The Home Sessions initiative has also given Mango followers a boost with musical performances by artists including the singer-songwriters Basia Bulat, Sophie Auster and Carla, and DJs such as Pascal Moscheni and Andrew Armstrong (Monarchy). The model and singer Kaya Wilkins, the star of this “Life in Bloom” campaign, will give continuity to the sessions by offering a concert on Mango’s Instagram on 23 May, featuring her musical project, Okay Kaya.
Photographer:Cass Bird, Video Direction: Manson, Models:Andreea Diaconu, Kaya Wilkins, Jill Kortleve, Oumie Jammeh, Boyd Gates and Anders Hayward, Hair stylist: Tamara Mcnaughton , Make Up artist:Chiho Omae, Set Designer:Simon Costin