A CONTINUOUS ARTISTIC SIGNATURE

Choosing Hana to create some of Pigmentarium’s defining campaigns was never about the fact that her work has been exhibited around the world, that she regularly shoots for Vogue editions, or that her portrait of actress Olivia Colman is part of the collection of London’s National Portrait Gallery. What brought us together was a shared way of seeing the world. From our views on coffee, literature, rules or neighbours to a shared sense of what feels aesthetically powerful and right. Hana photographed the first campaign for Ad Libitum, which also marked Pigmentarium’s introduction to the public. Defining images. An aesthetic that would shape everything that followed. It was never simply about creating captivating photographs that conveyed the energy of the fragrance. It was a manifesto of how its founders saw their brand. Looking back, two important values become clear. Creative continuity, and relationships — professional or personal — that go beyond the surface. They evolve, deepen and endure.

Over the years, we have worked with Hana seven times. The most powerful image from our first campaign, shot in the summer of 2018, portrays a model with her bare back turned to the camera. Behind her stands the functionalist Winternitz Villa. In our second campaign, for the fragrance Erotikon, which makes captivating use of nudity, the bare back reappears as a recurring motif. From then on, every new project came with the same question already in mind: could a bare back find its way naturally into the photographs? We never forced it, yet more often than not, the image emerged — and resonated perfectly. Today, the photograph of a model standing among the green curtains of the New Stage of the National Theatre in Prague has become an iconic expression of Pigmentarium’s visual identity.

Our first creative conversation about the campaign for Aereo took place at home. In the middle of a cold January, surrounded by books and the glow of lamps. We unanimously chose as our setting Miroslav Zikmund’s villa in Zlín, which he shaped over many decades as a place of focus and tranquillity. A private counterpoint to his famous journeys around the world. For the first time in years, we brought a man back in front of the camera alongside a woman. Yet in most of the photographs, they do not appear together. Each on their own, they embody a form of voluntary, restorative solitude. Reflection. Conscious presence. And once again, our defining motif of the bare back appears. A woman’s, of course, but for the first time, a man’s too. Join us as we look back at the story of this unexpected and unplanned recurring motif, and discover images from the second part of the Aereo campaign, revealed now alongside the launch of the fragrance in its travel size.