FROM FICTION TO REAL LIFE
OVS presented its new 2010 fall/winter campaign and took a major step in consolidating its new brand image. After the "stories" located in Paris, Los Angeles, New York, Marseille, Berlin and Capri, OVS now chooses the "reality" of everyday life.

Its photography makes a clear break from previous campaigns thanks to the contribution of the US photographer Scott Schuman, whose blog "The Sartorialist" has become such an important point of reference in the world of fashion to earn him a place amongst the 100 most influential personalities in the world identified by Time Magazine. In recent years Scott Schuman has developed a sharp eye for people’s individual tastes and the original way in which they combine garments and accessories. What he has created is almost a tribute to the "individual style".

This same style characterizes the new OVS campaign: instead of models it resorts to real people who differ for age, job, attitude and fame.

The campaign also includes a number of celebrities – Nicolas Vaporidis, Ginevra Elkann, Anna Cataldi and Jacaranda Caracciolo Falk, Alessandra D'Urso, Jessica Einaudi, Federico Scrocco, Joel Berg to mention just a few who are portrayed on equal terms with the other non famous models, as though they had been caught leading their everyday lives.

The result is a collective and contemporary portrait, authentic in style that represents the same essence of OVS’s philosophy: a democratic brand, really designed for everyone, offering quality fashion at a competitive price.

Expressed through Scott Schuman’s glance, the concept of fashion becomes cross cutting in both target and offer, clearly and unambiguously expressing the modern spirit of OVS.