The Italian label Alanui, created by brother-sister collaborators Carlotta and Nicolò Oddi, has unveiled its FW21 collection in a new film campaign entitled “A Journey To The South of The World.”
In line with the brand’s ethos, which defines a “journey” as an expansion of personal horizons, the strengthening of human bonds, and an accumulation of emotions and experiences, Alanui returns with their emotion-charged garments that pay homage to the natural beauty of the desert and serve as the perfect travel companion.
This season, Alanui flies us out to South America, in a fashion film directed by Ivan Olita entitled “A Journey to The South of the World,” in a dedication for the land that inspired the collection. The cinematography encapsulates a poetic and energizing motorcycle ride across the landscapes of The Atacama Desert, through enchanting views of red mountains, dusty roads, and whimsical cacti.
The film follows the story of two Chilean siblings living abroad who embark on a journey to discover their roots and their homeland after coming across a letter written by their grandmother on the day of their birth. Alanui and Olita invited local talents to be part of the making of the film, including the actors who brought the protagonist brother and sister to life, and award-winning writer and poetess Andrea Amosson who authored the grandmother’s letter, inspired by a real elderly woman from the Atacama.
Young photographer Rocio Mascayano additionally captured the FW21 campaign and unique spirit of the Atacama through her compelling cultural portraits, featuring the brand’s cult-favorite cardigan. The signature garment made from Italian cashmere is reimagined to depict the natural features of the Andine highlands, such as lagoons and deserts, alpaca decorations, geometric multicolor patterns.
“Celebrate the Atacama, because among the stones, the tree branches and the birdsong, you will find me,” sings the final verses of the letter. “When every shooting star appears, under the clearest sky, you will realize that I have never left you.”– Andrea Amosson
In honor of the campaign and to give back to the community, Alanui is also collaborating with the “Librería del Desierto,” a small bookstore located in the middle of the desert. The quant and local gem serves as an outpost of culture and love of books, and its mission stands to promote works by Chilean authors in preservation of the oral tradition of local myths and legends. In collaboration with store owner Diego Álamos, Alanui has financed the printing and distribution of an unpublished manuscript by Chilean writer Tomàs Browne, “Stars are the night’s chronicles.”
The essay celebrates the magical starry skies of the desert, comparing it to a window that had miraculously opened onto the universe. Half of the first editions will be sold exclusively in the store, and the other half will be donated to the Chilean school and librarian system, through the Fundación Palabra, an organization based in Santiago, dedicated to the promotion of reading.
“Along the unconfined space of the Atacama Desert, two siblings will cross unique landscapes.”
Watch Alanui’s FW21 campaign film below.END
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