Which is how I accidentally discovered the work of top photographer Nicola Majocchi and before we go any further, Nicola is a he and not a she. Italy can be confusing for Britons at times!
Serendipity led me to his work for young fashion house Nero Giardini. So called 'serious art photographers' may be snooty about catalogue work, but it really is a skill to do it well.
The models need to be confident and natural looking although here they are clearly art directed and posed to show off the shoes and clothing which the client is promoting. Attractive ladies may not be
By a bit of diligent Googling and subsequent site surfing around Collezione Nero Giardini I was able to discover Nicola's personal background along with some behind-the - scenes documentary footage. One movie especially shows the company's impeccable commercial
And so to Marks and Spencer or 'Poor old M&S' as it is known in our house. Apart from its expensive food offerings it seems to be leeching losses year on year. I totally lost confidence when its proud 'Made in England' was shown to be a lie back in the 1970's, which is about the time that prices went up and quality nose dived, leaving the market wide open to competitors.
To me, they lost direction and, more importantly, integrity. They are still at it!
I sometimes use a mid priced after-shave named Collezione Nero. The box and bottle both proclaim that it is ;inspired by Italy' ... which may, or may not, be true. The implication or perception however, is such that a casual purchaser may believe it is an Italian product. Only when you get to the smallest of small print on the label do you discover that it is 'Made in UK for Marks and Spencer'.
Really, how hard would it be to give equal branding prominence to 'Made in England by xxxxxx;, or, better still, actually make the stuff in Italy where there is no shortage of perfume houses that happily supply in bulk for export. Sorry M&S. You just don't get it do you?