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CR Exclusive: Irina Shayk Promotes Simplicity and Sustainability as the New Face of Falconeri

Alyssa Kelly
Photo credit: Falconeri

From CR Fashion Book

The Spring/Summer 2020 runway season featured a myriad of designers that made sustainability a focal point of their collections, whether focusing on reducing carbon footprints or recycling materials for their garments. Concurrently, 16-year-old activist Greta Thunberg spoke at UN General Assembly about the climate crisis at hand. As fashion brands decide how to be a part of this conversation, Falconeri charges ahead. The Italian brand made this topic a hallmark of its newest campaign, which also coincides with the opening of its first U.S. flagship store in New York. Starring Irina Shayk against a backdrop of icebergs, CR exclusively premieres the campaign video and image today.

"We had this amazing background with icebergs that would keep moving so every time we would get ready for the picture, the iceberg would be gone or it would be literally melted," Shayk tells CR. "They would [break] in half and make this crazy noise."

Photo credit: Falconeri

Not only did the shoot put Shayk and the crew face-to-face with the impact of climate change in Iceland, but it reaffirmed the model's previously held beliefs about being eco-friendly. The former face of Intimissimi (a fellow Calzedonia brand) spoke about reminding others on set to tag and reuse their water bottles, and also to substitute paper straws for plastic. But being in the thick of it was eye-opening. "There was no sunshine, particularly in the day, and there was crazy wind, and [I saw] how immaculately beautiful Iceland is and that global warming is out there and it's real," she says.

Although the photos may look like just a model in clothes with a pretty background, Shayk sees the campaign as something more representative than cozy clothes for fall. "To be the face of something that you really love and believe in, too, is where I [want to] go in my career," she explains. "At 34, I choose something very carefully to be the face of because it's really important to send the right message."

Photo credit: Falconeri

To celebrate the opening of Falconeri's flagship in New York, guests were invited to enter into a "Cashmere Museum" to understand how and from where the brand's materials are sourced. The full clothing production happens in the small Italian town of Avio, with the intimate manufacturing process promoting a level of craftsmanship and preservation. For the model, these are the key components of keeping a wardrobe strictly quality over quantity.

Photo credit: Brian Ach

"I'm actually a very practical Russian girl who loves to spend money on some basic, modern, chic pieces that I can mix, reuse in 10 years, and layer," Shayk says. "I think [Falconeri produces] something that is really matching of now. It's less is more, it's classy, it's modern. It's something that you wear, and you really feel like it's your second skin. It makes you feel comfortable."

The Italian-made brand has honed in on designing comfortably chic basics that you can't help but wear over and over again. For Shayk, the most essential fall pieces are a turtleneck, a cashmere coat, and a beanie for bad hair days. However, a real fashion girl can style a simple article of clothing every which way.

Photo credit: Brian Ach

"Let's say I have a black turtleneck that I wore for an event with a leather skirt," she imagines. "The next day I could wear it with blue jeans and put some coat on top, or put on a necklace so it looks different. I can tuck it in, I can tuck it out. I can layer and put a vest on top."

The model's eye for style has led her to a successful career in modeling thus far. Shayk's practicality and eco-consciousness as a shopper align her with the values of Falconeri's new campaign, making her the perfect spokesperson for the brand.

Falconeri is now available to shop online and at the SoHo store located at 101 Prince Street, New York, New York 10012.