Coinciding as it did with the middle of a global pandemic, the concept for Marni’s Spring Summer 2021 show required an entirely new – and for the first time, truly global – approach. “Every season we have to think about how we approach the traditional fashion show,” explained Marni’s creative director, Francesco Risso. “For the SS21 season we had to question why to have one at all.”
Francesco Risso worked in collaboration with art director Babak Radboy to create the project, which offered a pioneering, digital and decidedly human alternative to the traditional fashion show in the face of enormous challenges. Kennedy project-managed and produced the project which, after the event, was deployed as a full digital campaign.
The answer, he continued: “To point us to necessity, unity, inequality, beauty, discontinuity, isolation, intimacy, strangeness, fire, zoom calls, precarity, retrenchment, change and struggle – we wanted to reconsider the idea of the ‘model’, the ‘walk’, the ’show’ and the ‘venue.’” The result was Marnifesto, a simulcast fashion show which included 48 models, and took place live in Los Angeles, New York, Ashburn, London, Paris, Milan, Dakar, Tokyo and Shanghai.