Fashion

Ginevra Elkann Takes Us Behind-the-Scenes of Filming Max Mara's Holiday in Ischia

 "I started from the idea of an elegant woman, without too many frivolities, and I accompanied her on her free journey, together with friends, on this wildly refined island," Elkann tells L'OFFICIEL. After the success of Magari (If Only), the director goes behind the camera again to capture a mini film for Max Mara's Resort 2022 fashion show, designed by Ian Griffiths.

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"Elegance must be from the heart, first of all…You can be well dressed but unpleasant in your way of wearing. Elegance rhymes with a certain simplicity, aesthetics, and feelings." Speaking is Ginevra Elkann, granddaughter of Marella Agnelli, one of Truman Capote's swans, but above all a talented producer and director. These days she is in Ischia to lens the mini film that will accompany the Max Mara Resort 2022 collection unveiled at the Hotel Mezzatorre. The collection created by Ian Griffiths is inspired by the charm of the society "swans " that animated the Ischia jet-set in the '50s and '60s.

"This project was born almost by chance and is my first job in the world of fashion, a universe that has always fascinated me," explains Elkann, who studied at the London Film School and worked with directors of the caliber of Bernardo Bertolucci and Anthony Minghella before launching her first short film, Magari, in 2019. "Having the chance to tell a story collection like that of Max Mara, using a special stage like this, is truly something unique. I tried to capture the spirit of the clothes, but also what inspired Ian in his creative journey," she adds. "I started from the idea of a Max Mara woman, an elegant woman who loves quality and beauty, a woman of substance and without too many frivolities. A very feminine woman who chooses to always be at ease with her wardrobe. And I wanted to think of her trip to Ischia as a gift she gives to herself, because she decides to take time for herself and for her friends."

Elkann continues, "The real challenge of this project is linked to the aesthetic language chosen to describe Ischia, an island of rocks and pines but also of wild flowers and geraniums. An island capable of embodying natural elegance." Certain images of Marella Agnelli come to mind in voluminous pink taffeta shirts leaning against a bougainvillea wall, which also feature in the moodboard of the season. “I tried to translate that world into today and what it would mean in this present. Where everything is much more global, wider with fewer and fewer defined groups."

Fascinated by fashion ("As an aesthetic discipline, as a story capable of reading today"), Elkann approached this universe during her years as a girl in London ("My first show was by Vivienne Westwood...incredible!". She appreciates the myth ("Yves Saint Laurent: a creative capable of creating a universe of provocation with a disruptive aesthetic.") and has a contemporary passion for Alessandro Michele's creative philosophy at Gucci ("In a changing world like the current one he has transformed the codes of beauty by shouting that beauty is not unique, but that everything can be beautiful.") But her great passion is cinema, a love that began as a girl and that has accompanied her over the years. "I am an omnivore of cinema, I have a visceral passion. In the pre-COVID era I went to the cinema with a continuous frequency, I was almost obsessed with it without distinction of genres," she shares. “David Lynch's films inspired me. And when In the Mood for Love came out I went to the cinema all the time to discover every little secret."

Next, Elkann will be returning to her post behind the camera for a feature film. “I've finished the script for my second film. We will start filming shortly and hopefully it should be ready within the next six months."

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