PIAZZOLLA ´78

The editorial project “Piazzolla ‘78” is purely inspired by the impact of soccer on argentinian culture. With the proximity of the 2022 Qatar International World Cup, we tried to represent the importance that argentinians give to, not only the soccer world cup that is held every four years, but also everything that a soccer game implies, from getting together with family and friends to watch your favorite national team play every sunday, to the game you organize with your friends in the park.

There is also a sense of nationality and union when it comes to argentinian soccer, a pride that is internationally known, with players such as Diego Maradona or Leo Messi, making the country one of the harshest competitors there is in the field, which makes argentinians proud, to say the least.

The name “Piazzolla ‘78” comes from the great Astor Piazzola, the greatest tango figure in Argentina’s history, who invented what is called “Nuevo Tango” taking experimental elements from jazz and giving a new complexity to the folkness of tango.

As a proud argentinian, soccer was, of course, a big influence for Piazzola, much so that in 1978 when Argentina’s national football team won the International Soccer World Cup, he made a beautiful album called “Mundial ‘78” with songs like “Penal” and “Golazo” inspired by the argentinian team and their ability.

In this editorial we took part in a process of designing different characters that would embody the most defined personifications of soccer’s influence on the argentinian individual. Starting with the “The Player”, using an original 1996 national team jersey, with a corset on top, tailored from an original 2010 national team jersey, combined with typical soccer socks, blue stopper boots, and a messy ponytail, representing the pressure argentinian professional soccer players face while on the field, considering the impressive history and cultural importance of the sport in Argentina. As a detail, we painted the model’s ears blue to signify the typical hands-on-the-ears pose that players make after scoring a goal.

Then, we portrayed the “Botinera” which is a term used to describe a woman that gets famous for dating famous soccer players. To create this character we combined typical soccer elements with more sensual, almost tacky, elements, mixing tights and high stripper-like leather heels with a football jersey, and the 1986 Argentina’s national team shorts, also known as the “Maradona shorts'', taking into account that Maradona was famously a womanizer, always marrying argentinian blonde women around the world and having children with them, giving these women the “Botinera” title. We feminized the soccer elements by making the jersey tight and tying the stopper boots around the models neck, symbolizing how the “botinera” waits for her husband to come home from playing, as a type of modern internalized sexist system where the woman is reduced to the ideal “trophy wife”.

Adding the feminine exaggerated red lips and excessive mascara, combined with childish yet sporty braids on the hair.

We also wanted to portray the soccer fanatic, also known as the “hincha”. In Argentina, the most recognizable type of “hincha” is part of the “barra brava'' which is the name given to organized supporters’ groups of football teams, similar to the british hooligans, usually supporting their teams in stadiums and provoking violence against rival fans and the police.

We designed a dress out of sewing different merchandise scarfs from different teams around the world, causing the color blocking contrast that shows the clashing between the “hinchas” from each team, but algo knotting every scarf on the side to portray the globalness of the football fanbase.

For the makeup and hair, we decided to give the model a powdery baby blue face mask and messy humid-like hair, representing the typical mask that football fans paint on their face using their teams’ representative colors.

For the final character we exaggerated the idea of the “DT” or technical director, dressing the model with a sporty black jacket covered by a giant khaki colored dress, that represent typical office pants but made to have a giant silhouette showing the immense responsibility that the position carries, but at the same time, considering that they operate “backstage”, which doesn’t put them in the spotlight as much as the actual player, that is also why we decided to cover the model’s face with a hair mask, as a kind of helmet that hides this character from the public eye.

Piazzolla ´78s Team:

Creative Direction: @laraschottland @isidrogamarra

Model: @ma__lara x @notmodelsmgmt

Photography: @isidrogamarra

Styling and costume design: @laraschottland

Make-up and hair: @martupucheta_, assist. @andysalamkp

Location: @clubciudadbuenosaires

Special thanks to @nataliamartinhm @fitosbrissa @tiloconmiel @by_biancadavid @alfonl @bob_honors @mgmt.aleandri

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