Quentin Jones x Marella

Marella, a brand of the Max Mara group, is a women’s clothing brand that offers glamorous, contemporary and easy-to-wear fashion. Seasonal trends blend with Italian design in collections that offer a wide range of garments: coats, jackets, dresses and accessories designed for a modern and dynamic woman.
Marella has chosen the artist Quentin Jones as interpreter and creative mind of a very special capsule to complement the Marella ART.365 collection, the brand’s most successful project. The eclectic illustrator and London-based filmmaker has created 3 black and white patterns for Marella, characterized by brushstrokes of paint with an abstract flavor, to personalize a small number of garments and accessories from the collection. At the basis of the artist’s creative input lies the concept of attraction of opposites: positive/negative, finished/imperfect, contemporary/traditional, light/shadow.

VENTISETTE Digital Communication, in close collaboration with the marketing department, has created an activity to create engagement and collect qualified leads through an offline activity.

The project came to life with a street marketing activity in the streets of central Milan. A personalized Marella apecar with illustrations by Quentin Jones aroused the curiosity of passers-by; two hostesses and a team leader involved the onlookers on target by inviting them to take part in an amusement park-style game, “Barattoli Marella”, aimed at giving visibility to the collaborative project between Marella and Quentin Jones. At the end of the game, a postcard was left for picking up a free T-shirt in the shop.