Now reading . SS16 ADV CAMPAIGN


Xavier Samuel is the perfect embodiment of the Pal Zileri man: contemporary yet traditional, and not afraid to push boundaries

The Australian actor Xavier Samuel, who features in Pal Zileri’s new spring/summer 2016 advertising campaign, was chosen not only for his good looks and ability to convey strong character in still and moving images, but also for his attitude. Pal Zileri’s Creative Director Mauro Ravizza Krieger explains: ‘Xavier is a great ambassador for Pal Zileri’s Avant Craft platform, as he is a young man whose work combines contemporary independent film-making with more traditional Hollywood roles.

Actor Xavier Samuel stars in Pal Zileri’s SS16 advertising campaign

He manages to mix a modern approach to his craft with a more classical one, much as we are doing in terms of design at Pal Zileri.’ Samuel, who appeared in Fury alongside Brad Pitt, in The Twilight Saga: Eclipse, and as the monster in Bernard Rose’s Frankenstein, will be seen this year in Mr Church with Eddie Murphy and Natascha McElhone, and with Kate Beckinsale and Chloë Sevigny in Whit Stillman’s Love and Friendship, which is based on a Jane Austen story.

The new campaign, photographed and filmed by photographer and director Axel Filip Lindahl, has been titled ‘Dynamo’ by Ravizza Krieger, to celebrate its spirit of movement and energy. Much of the collection has been inspired by the op art movement, which was referenced in the set design of the spring/summer fashion show in Milan. To express this in the new campaign, Lindahl journeyed with Xavier Samuel and the Pal Zileri creative team to the Fondation Vasarely in Aix-en-Provence, France.

Pal Zileri’s campaign shoot took place at Victor Vasarely’s extraordinary op art museum, in southern France

Created in 1976 by Victor Vasarely, the Hungarian-born ‘father’ of op art, this extraordinary museum was conceived by the artist as a home for his work, but also, as he put it, to be ‘a laboratory of ideas’. Designed by Vasarely, working with architects Jean Sonnier, Claude Pradel-Lebar and Dominique Ronsseray, the Fondation comprises 16 interconnected hexagonal galleries, each 14 metres wide. And while its astonishing façade features giant circles in squares, in black and white, once inside you are struck by the sheer size of the works on the large walls – geometric patterns created using diverse materials, such as metal, enamel, ceramic, tapestry and glass.

This was a fitting setting for the shoot in more ways than one. As Xavier Samuel was photographed in this season’s elegant collection, which is distinguished by the use of arresting patterns and sharp, masculine lines, Ravizza Krieger revealed that not only had Vasarely’s work been an influence on the pieces, but so too had this actual building, which in its architecture and decoration is a perfect expression of it.

Samuel manages to mix a modern approach to his craft with a more classical one

As captured by Lindahl in still and moving images – there is a short film called ‘Dynamo’, as well as the campaign shots – Pal Zileri’s new collection is presented in a manner that is unusual and contemporary – the fluid play between clothing, space and Pal Zileri’s man of the season is a perfect expression of Ravizza Krieger’s dynamic vision for spring/summer 2016.

Samuel manages to mix a modern approach to his craft with a more classical one

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