In Creative Director Alessandro Michele's own words: “I imagined a small cabinet of curiosities, a Wunderkammer, like the cave of Ali Baba, that could accommodate these everyday objects and return them to a fairy-tale dimension. I could have included them in the collections long ago, but they were not strictly related to clothing and accessories.” This same fantasy is reflected on the campaign pictures, which were shot by Max Siedentopf in Tuscany at Castello Sonnino, a 500-year-old fortress that belonged to the Medici family. The objects fly and flutter around as if they were characters taken from Alice in Wonderland.