ERMANNO SCERVINO FW2013 Ad Campaign is raising the curtain on Asia Argento. The actress is the maison’s new celebrity endorsement, between cinema and made in Italy fashion. At once strong and delicate, in a constant play of contrasts, Asia Argento interprets the new concept of the Ermanno Scervino woman, inextricably bound up with the cinema and the past stars of the silver screen that have made its history.
The stage of an old and somewhat shabby theatre in Milan is the evocative setting for the shots taken by Francesco Carrozzini, in an atmosphere almost worthy of a film noir. On the set, a poster of cinematic inspiration is the scenic backdrop against which Asia Argento, with all her dramatic intensity, shows off the Maison’s cult garments for the coming Fall Winter.
Ermanno Scervino: "With acting running in her veins, no-one knows the world of cinema like Asia. I like what she’s doing and where she’s going: everything about her expresses a continually evolving captivation. When I imagined a face for the new Ermanno Scervino woman, I immediately thought of her."
"I’ve always loved the world of cinema, and my latest collection is a clear reflection of this passion,” confirms Ermanno Scervino, and then adds, “I’ve known Asia since she was a little girl: she is the cinema. I’ve watched her grow up and evolve, I like her contemporariness. Together we wanted to narrate a new style, which looks to the past but is immediately projected into the future. Never be nostalgic.”

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