Magma

Inside a dark, primitive landscape, a group of human figures moves through rocks, wind and smoke. This is the storyline of Magma, the campaign conceived by Marsèll and French photographer Boris Camaca to present the brand’s Fall Winter 23/24 collection. At first, the viewer’s attention is drawn to the cinematic images and ultra-saturated colors that are typical of Camaca’s work. But the campaign’s core message lies in the almost imperceptible actions that happen inside the pictures and videos. A group of people sit motionless in a misty atmosphere. A man and a woman stare ahead, their faces soaked in water. A boy runs forward, as if escaping from someone or something. All these micro-scenes ultimately talk about the contemporary, fragile relationship between the humankind and its ecosystem.

Magma, the campaign name, refers to the exaggerated volumes and bold chromatic choices that characterise the Fall Winter 23/24 collection, which is inspired by the shapes and colors of a volcanic landscape. At the same time, it recalls Marsèll’s approach: one of endless research and constant mutation, in dialogue with multiple artistic languages and creatives figures. Camaca is one of them. Known to constantly push the boundaries of his discipline, with Magma he forges a world in which the light and the dark, the wild and the domestic, the past and the future coexist, pushing us to explore the possibility of a new utopia.