One of the perks of working in The New Society, a brand with a concept so exceptional and out of the ordinary, is that you reach fascinating sites in search for a place that can capture our uniqueness in a shooting. That’s what happened in our latest collection, SS22’s campaign shoot.
Within this past beautifully messy year we’ve all had, in September, for a few days, we paused. There are places that simply allow your mind to breath around chaos, even just for an instant. That’s what La Bionda, a small boutique hotel in Begur, became. A scape from our schedules.
We were not there for more than an afternoon, but it’s interesting to see how by just stepping a foot inside, you already begin to understand and feel part of its story, narrated by the delicacy of its atmosphere and exquisite design.
Built in the XVII century, La Bionda tells the story of a woman that, during the 30’s, welcomed into her home a variety of influential women to feel inspired. Today, every room within the delicate hotel is named after each of these characters. Located at the heart of Costa Brava, La Bionda’s design plays harmoniously with the traditional and the modern, creating the perfect setting to combine the hotel's past and history with what it represents today.
The connection of that magical place with the concept of the campaign, and with our brand was immediate. Surprisingly -or perhaps not so much because, as the hopeless romantics that we are, we do believe in destiny-, the purpose of both projects, was and is the same. We both seek to achieve that eternal, simple beauty through a versatile design that can accommodate all those who cross our paths.
And that’s what our latest launch represents.
Our SS22 collection emphasizes the great significance of the modest things in our lives. Those that, sometimes, are left forgotten because they may seem ordinary. In the end, - and possibly unintentionally - we are all in a constant search for the extraordinary and we forget that the joy in life is in the small pleasures, and our memories.
'All The Things I love' reminds us of the meaning of these moments, of these simple experiences. Finding a place that allowed us to capture these emotions, and bring them out of the camera, - and not just to those of us who were lucky enough to be there- was magical. rest or spend time reading between bathing in the pool, going to the beach, visiting the walled city of Galle or eat a rice and curry in one of the local restaurants.
Finding a place that allowed us to capture these emotions, and bring them out of the camera, - and not just to those of us who were lucky enough to be there- was magical. Through La Bionda, and the work of the many artists involved, we hope to have been able to transfer that feeling to whoever is on the other side reading us right now, and accompanying us on this journey every season.
'All The Things I love' reminds us of the meaning of these moments, of these simple experiences. Finding a place that allowed us to capture these emotions, and bring them out of the camera, - and not just to those of us who were lucky enough to be there- was magical. rest or spend time reading between bathing in the pool, going to the beach, visiting the walled city of Galle or eat a rice and curry in one of the local restaurants.
Finding a place that allowed us to capture these emotions, and bring them out of the camera, - and not just to those of us who were lucky enough to be there- was magical. Through La Bionda, and the work of the many artists involved, we hope to have been able to transfer that feeling to whoever is on the other side reading us right now, and accompanying us on this journey every season.
