If you follow us on Instagram, you probably saw Italian fashion brand, Farella Capri, came to Casa Angelina earlier this month to shoot their newest campaign, “Farella for Casa Angelina.” The chic clothing line is known for its chromatic aesthetic, which naturally drove Lead Designer, Margherita Farella, and Photographer, Simona Schettino, to choose Casa Angelina’s contemporary, white-washed edifices as the canvas for the photoshoot.
Conceptualized by the Farella design team, the photoshoot drew inspiration from the Amalfi Coast — the lemon trees that populate the Mediterranean, marinated striped patterns, and ethereal craftsmanship found throughout the region’s picturesque villages — all while managing to stay away from conventional clichés people associate with the area. Casa Angelina’s architecture also served as a main point of inspiration, especially the hotel’s sleek, fine-lined design and cascading terraces that overlook the azure Tyrrhenian Sea.
Both the Head Stylist and Photographer envisioned a “real” and “contemporary” approach to photography, putting aside contrived staging, high resolution lensing, and aggressive post-production editing. The photoshoot was intentioned to keep a distance from the fictional elements that populate Instagram — the brand preferred humanity and imperfection over inauthenticity. Hence, two non-professional models were chosen for the shoot; no make-up artists or hairstylists were hired, a move to keep consistency with the ethos of the typical Farella Capri customer, as well as Casa Angelina guest.
With the hotel’s pervasive beauty, there was no shortage of locations to shoot. That said, majority of shots were taken on Casa Angelina’s cascading terraces, which provide a photogenic contrast — an all-white-structure with the piercingly blue sea. Another popular shooting spot was the Lemon Pergola, which breathes life with its prolific lemon trees that are quintessential to the locale. When it came to the interior — a surprise to the photographer as most shooting was planned to be done outside — the hotel’s suites acted as the perfect background. An alluring setting, they cohesively boded with the linen and silk garments of the collection, with their warm colored parquets, picture-perfect windows and white columns.
Guests can buy Farella Capri at Casa Angelina’s newest boutique, which opened this year.
