MAN MEETS NATurE
Contrasting the urban jungle with the aCtual jungle, antony Morato’s spring/suMMer 2017 ColleCtion Meshes the two worlds together while blending innovation with tradition
“The design is crafted based on the harmonious mix of soft natural colors and rougher urban tones”
a ntony Morato is a brand deeply rooted in philosophy. There is always a clear message the brand tries to communicate through its collection. as creative director lello Caldarelli once told daMan: “we begin each collection by collecting creative ideas before taking them to the next step. The main challenge for a global brand is to provide products and services without misrepresenting ourselves, without losing creativity, energy and flexibility, which are at the base of our growth.” This kind of attention makes the clothes more than just additions to an outfit. wearing one of antony Morato’s pieces is like wearing a firm statement.
For spring/summer 2017, the philosophy was a man’s search for balance between the city and nature. The idea was based on the concept that nature is reclaiming cities. naturally, the collection is inspired directly by both realities.
The campaign was shot in alicante, spain under luca Merli’s artistic direction. just like last year, antony Morato’s spring/summer 2017 collection consists of two different lines. This time around, the two are black and gold.
The Black Collection
The black collection represents tokyo, a city known for its Zen and meditative soul, while also harboring the chaos of urban life. as seen on the white poplin cotton short-sleeved shirt, blurred and sharp lines stood in contrast against soft and large floral prints. The lines represent the geometric angles and strong shapes of the city’s architecture, whereas the floral print represents the soft and harmonious feel of tokyo’s Zen. same goes for the blue short-sleeved polo shirt with a dandelion-like pattern, which is paired (and contrasts) with white long pants with bold black lines, blending the elements of nature (the dandelion) with urban tones (the black lines), contrasting the speed of the city with the softness of nature.
The Gold Collection
For the gold collection, los angeles with its sun and sandy beaches, surfboards and Cadillac cars becomes the primary source of inspiration. so, expect a lot of blue shades, as we can see in the blue-gray slim-fitting jacket that is semi-lined with a contrasting floral-print fabric. pair that with the linen pants of the same color and white shoes and you’ll have the image of a modern cosmopolitan man that radiates the energy of the sea.
These contrasting aesthetics serve as the main cues of the collection, as the overall design is crafted based on the harmonious mix of soft natural colors and rougher urban tones. it envisions a modern, probably urbanite man that lives in harmony with nature; a man that has found the right balance between the hustle and bustle of the city and the quiet peace of nature. and by doing so, he would embody antony Morato’s signature motto: i am who i am.
Two looks from Antony Morato’s spring/ summer 2017 collection Opposite page An image from the brand’s #IAMWHOIAM ad campaign