Mele estate 

This is Leopoldo Metlicovitz’s vibrant advertisement for Mele, a department store in Naples. The striking red of the woman’s ensemble against the pale backdrop immediately captures the eye. Her dress, dynamically billowing in an unseen breeze, forms sweeping diagonal lines that dominate the composition. These lines create a sense of movement and direct our gaze across the image, engaging with the semiotic system of signs used to highlight the brand's message. The use of bold, flat colors and simplified forms reflects a departure from earlier ornate styles, embracing a more modern aesthetic focused on impactful communication. Note how the dress envelops the body, transforming the figure to a signifier of elegance, rather than a specific individual. The ad operates on the exchange of visual signs and cultural codes, conveying the essence of Italian summer fashion through form and color.