Kate Hudson collaborates with Campari for a 2016 calendar

January 11, 2016

It’s 2016 and time to plan the year ahead. Celebrities often collaborate with a variety of brands on creative projects, and one that caught our attention recently is Kate Hudson’s partnership with Campari®.

In late 2015, Campari® unveiled its renowned calendar the project on which they collaborate with celebrities on a regular basis. This year, the theme is The BitterSweet Campaign, featuring Hudson. Our readers may recall that the 2015 campaign featured Eva Green. Other Campari® celebrities, including Salma Hayek, Uma Thurman, Penelope Cruz, Milla Jovovich and Eva Mendez.

The calendar focuses on striking imagery, shot by fashion photographer Michelangelo di Battista, who in the past has done campaigns for Blumarine, Tod’s, Moschino, Versace and Hugo Boss.

Hudson portrays the woman of power, femininity and stardom. She switches between “characters” of the “bitterness platform” (opinionated, driven, powerful) and the “sweetness platform” (friendly, popular, subtle). The project takes up the format of an “election” with two “parties” (bitter versus sweet) going against each other. Consumers are invited to interact with the campaign on social media, using hashtags #CampariCalendar, #goBitter and #goSweet.

The calendar will not go on sale; instead, copies will be sent to friends of the brand around the globe. Only 9,999 copies will be printed.

“For me, this project … was a creative process of telling a story,” said Hudson. “It was … challenging myself to bring out two different sides to ensure that the pictures told the story in a creative and beautiful way… As a person, I lean towards the sweeter side; however, my taste buds definitely love bitter!”

“Crucially, each image had to stand alone, as well as work as a collection,” said Di Battista. “Working with Kate … was the perfect partnership.”

One of the key attractions of the campaign is, of course, the clothing. Hudson shines in outfits by Vivienne Westwood, Versace, Brian Atwood and Christian Louboutin. Everything is bright red, with a focus on dresses of varied lengths, accent belts, plunging necklines and occasional appearances of skirts or pants. The looks are completed with minimalistic jewelry, and paired with a variety of hair styles, including updos and ponytails.

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By FAJO's editorial team
Photography by / courtesy of Campari

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