Pinko taps Russian top model Irina Shayk as the face of the brand’s Spring/Summer 2022 campaign. Irina takes over a city while posing as a glamorous giant decked out in eye-catching leopard-print attire. Shot at a studio, miniature sets were made to create the illusion.
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Lensed by photographer Brianna Capozzi, the campaign focuses on Pinko’s new Love Bag Click handbag, defined by a circular, round logo enriched with two tiny birds. Riccardo Ruini works as creative director for the shoot with set design by Peter Klein. For beauty, hairstylist Hos Hounkpatin creates Irina’s slicked-back updo with make-up by Tatyana Makarova and manicure by Honey.
‘’We picked Irina because she makes us dream, and with us I believe she will make our customers dream’’, said Pietro Negra, founder and chief executive officer of Pinko. ‘’But it was not only a choice dictated by the heart: After several researches we conducted on the relationship between the brand, current customers and potential ones, we have found out that the best formula defining our women [can be summarized as] ‘Fearless Beauty’’’.
According to the executive, Shayk is the embodiment of those two words. ‘’She’s a woman with an incredible personal history, a daughter of a Russian miner who today is an international fashion icon. A beauty that is due to her appearance but also to her personality and self-confidence. She’s sunny, ironic and knows how not to take herself too seriously. With her grit and charm, she’s the perfect manifesto of the Pinko woman’’, said Negra, adding that Irina will be the face of the brand throughout the rest of the year. After the focus on the new bag, Negra said there will be two other chapters that will spotlight new products.
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