The Italian fashion and design school Istituto Marangoni has launched an innovative advertising campaign shot by David LaChapelle to commemorate its 75th anniversary.

The campaign, shot in Los Angeles on a set inspired by film posters of the 30s and 60s, boasts a strong synergy between creativity and fashion: a rise from the past to create an irreverent and ironic image projected to the future.

During the 1930s, the diva movement spread across the movie star system and fashion was increasingly seen as a more dominant element in common iconic imagery. In this environment Giulio Marangoni was inspired to create a professional school, aimed at supporting the new industry by continuously developing the next generation of fashion designers.

LaChapelle depicts 75 years of fashion history through his intense rendering and eccentric poses, personally choosing the costumes for his work from the 2009 students’ fashion show and giving the young designers the rare opportunity to be represented by the world class photographer.

As part of its special anniversary, Istituto Marangoni and Wallpaper magazine have also produced “3/4 Tre Quarti - Trois Quarts - Three Quarters,” a compilation of three-quarters of a century of fashion and design viewed through the eyes of two influential critics, Suzanne Trocmé, Wallpaper editor at large, and Claire Watson, one of fashion’s most prestigious historians. A section of the book features testimonies by some of the best known fashion designers, including Giorgio Armani, Anna Zegna, Romeo Gigli and Antonio Berardi, who stress the importance of specific vocational training in order to be successful in the fashion world. The volume will be published with a limited run of 750 copies.