Origins and Destiny


Marsèll Milano Spiga
Via della Spiga 42, Milan


22 February 2024

Marsèll presents its Spring Summer 24 campaign, documented by Jonathan Frantini at Marsèll Milano Spiga.

The setting of the campaign is the space where Marsèll decided to lay the foundations for its new home, Marsèll Milano Spiga. A place that echoes the forms and finishes of Marsèll timeless products and craftsmanship, a venue where everything that has always defined Marsèll finally merges into a whole. At Marsèll Milano Spiga, every material, colour and texture is traced back to the early origins of the brand. Through Jonathan Frantini’s lens and Bianca Raggi’s styling, the SS24 campaign puts the products and the space into dialogue.

Every image is designed as a mirror of the interconnectedness and coexistence of materials: the shiny stainless steel of the counter and the laminated foil leathers of the Coltellaccio Ballerina, the organic imperfections of the travertine furniture and the curls of leather of the Mocassino Loafer, the opaque resin of the floor and the wax used to treat the hides of the Fanta Bags.

The pictures are an echo of the SS24 collection: quiet and sophisticated, luminous and harmonious. Through a scrupulous balancing of elements, Origins and Destiny is the declaration of the brand’s ongoing quest to create the perfect handcrafted accessory, but it is actually, many things at once. A return to the origins and the rising of a new beginning. The opening of Marsèll Milano Spiga brings with it a certain idea of fulfilment, an artistic maturity which is confident in its roots.

“Marsèll creations are absolutely contemporary but in the form of an oxymoron: they are contemporary classics, they speak of the moment while seeking at the same time to capture something timeless, a nucleus that resists the passing of the seasons.”
—Chiara Bardelli Nonino

JONATHAN FRANTINI was born in Ravenna, Italy and lives in Paris, France. His work deals with an authentic manner giving a unity to his commissioned and un-commissioned projects. His photographs, predominantly focus on portraiture, seemingly without artifice and a natural look, are linked to the documentary style, finding inspiration directly from life, from the street, from the vernacular. Tending to work in series of photographs, he explores the individual and his surroundings experimenting with the photographic medium both in analogue and digital. Notable collaborations include working with Dries Van Noten, Maison Martin Margiela and Bottega Veneta. His work has been exhibited in Qualsiasità, at the Malaspina Foundation, Ascoli Piceno and at the Italian Cultural Institute in London. The project is dedicated to Guido Guidi’s photographic research and to a new generation of artists who are witnesses of his particular attitude. He participated to the project “Dove Viviamo” curated by Osservatorio Fotografico. His photographs are part of Massimo Orsini/Mutina collection among: Robert Adams, Thomas Demand, William Egglestom, Lee Friedlander, Luigi Ghirri, Wolfgang Tillmans.


Artistic Direction: Loris Moretto, Martina Uderzo
Photographer: Jonathan Frantini
Stylist: Bianca Raggi
Casting Direction: Tuono Management
Make-up: Alessia Stefano
Hair: Marco Braca
Video: Nicola Pietromarchi