Rione Terra: Art Rediscovered. The Art Scarf by A. Quaranta Locatelli for the New Stage of "A Silky Gulf" - A. Quaranta Locatelli

A. Quaranta Locatelli’s Art Scarves between Millenary History and Contemporary Style

Foulard d'arte a Rione Terra Pozzuoli — The model wears “Navigli” scarf by Midori McCabe on the panoramic terrace of the Rione Terra in Pozzuoli.

After the enchantment of Positano’s vertical shades, where our “A Silky Gulf” initiative celebrated the Amalfi Coast’s summer elegance, A. Quaranta Locatelli returns with a new, powerful declaration of love for the Campania region.

This time, silk is laid on the ancient stones of the Rione Terra in Pozzuoli, giving life to a photo shoot that is more than just fashion, but a true dialogue between art, history, and contemporary women, with our Art Scarves as protagonists.

The Marriage that makes the Difference: Wearable Art

At the heart of our philosophy is the idea that art should be experienced, not just admired. Our pure silk Art Scarves are, by definition, Wearable Art, born from the fruitful collaboration with two extraordinary creative minds: Midori McCabe and Antoh Mansueto. Their vibrant and meaningful works are the starting point: the paintings are transformed into fluid textures
and colors on the fabrics, preserving the expressive power of the original work.

In Rione Terra, the bold prints and vibrant colors of silk contrast beautifully with the solemnity of the Phlegraean ruins. This contrast is not accidental, but designed to celebrate the vitality that endures the passage of time.

Silk meets the Street: A more Accessible Luxury

If Positano celebrated resort elegance, our “Rione Terra: L’Arte Ritrovata” shoot marks a stylistic shift. Responding to the desire for more versatile fashion, we’ve embraced a deliberately more casual, street-style look. Model Masha Pogrebnyak wears scarves paired with jeans and a blazer.

This choice sends a message: the luxury of the artistic scarf is no longer confined to special occasions. The hand-stitched hem and premium A.Quaranta Locatelli silk blend with the casualness of denim, breaking down the psychological barrier of “too elegant” and positioning the Artistic Scarf as an essential accessory for today’s dynamic woman.

Creative Direction: Family Passion behind the Lens

Silvana Di Giovanni indossa un suo foulard d'arte — Silvana Di Giovanni indossa un suo foulard d’arte

The success of this street-chic metamorphosis is a family affair, linked to the vision of two key figures.

The dynamic entrepreneur Silvana Di Giovanni, co-founder and driving force behind the brand, is the master of draping. She personally prepares the model on set, inventing knots and original ways to wear the scarf (as you can see in the video referring to a montage with the previous Korean model, Kaoru). Her mastery ensures the scarf feels alive in every shot, highlighting its craftsmanship and versatility.

Translating this vision into images is the watchful eye of Marco Quaranta Locatelli. Having grown up within the company since his youth, Marco is the photographer and director of all our shoots from Positano to Rione Terra. His visual direction frames the scarf, the model, and the historical context, transforming the silk into a cohesive and authentic photographic
narrative, ensuring that the emotion of the art and the essence of the place are captured in every frame.

The Echo of a Continuous Story

From Kim Novak, who once chose our silk, to the timeless stones of Pozzuoli, A. Quaranta Locatelli continues to weave an Italian story of art and fine craftsmanship. ‘Rione Terra: L’Arte Ritrovata’ is our celebration of Campania. We invite you to follow the next photo gallery to discover how the finest art can flourish in everyday elegance with our Art Scarves.