On the set of the new Acqua Fiuggi campaign

Following the success of the new campaign “Acqua Fiuggi reflects your beauty”, the gaze shifts behind the lens to reveal how this new visual imagery took shape.

Directing and handling the photography is Axel Morin, a Parisian director and photographer known for a very clean visual style. The creator of campaigns and videos for major fashion names like Dior, Louis Vuitton, and Kenzo, Morin chose an essential and measured language for this project. His storytelling relies on precise framing, where water emerges as the absolute protagonist: living matter, elusive and impossible to tame completely. For this very reason, work on set turned into a continuous search for the perfect instant, amidst reflections, refractions, light, and movement.

Giving face and intensity to the project is model Mariacarla Boscono. In an environment dominated by water, her magnetic presence is expressed through poise and a natural elegance, made of calibrated gestures and glances capable of capturing attention without ever forcing it.

Behind the lens, the synergy between styling and beauty was fundamental in defining the project's aesthetic. To transform Mariacarla into a contemporary nymph, stylist Ramona Tabita selected fabrics capable of clinging to the body like liquid matter. At the same time, hairstylist Patti Bussa created a soft and luminous wet look, simulating the freshness of dew, while make-up artist Luciano Chierello worked by subtraction, with an almost imperceptible make-up built on delicate iridescences and touches of light.

While the final result conveys an idea of absolute fluidity and naturalness, the backstage reveals its invisible architecture. It is here, through meticulous work where nothing is left to chance, that the new imagery of Acqua Fiuggi came to life: not as a simple illusion, but as the perfect synthesis of technical rigor, light, and creative vision.

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