Photographer Elizaveta Porodina [IG] ignites the Giorgio Armani Holiday 2023/4 campaign with a 21st century, restrained, jazz-age glamour.

I haven’t asked Porodina if she adapts her techniques to the brand she’s photographing. Before now, I assumed that with such a vast portfolio of cutting-edge techniques available for review, that the client’s input was more “Oh I love this approach . . . and it is new.”

In the case of Elizaveta Porodina — of all photographers — I do not want to make the creative brief process sound like a Chinese menu. Although, that would probably work, too.

Perhaps I’m also sensing an evolution of her skills, as the photographer works with a wide range a clients who are eager to differentiate their brands. Porodina’s high-level skills in clinical psychology and humanism enhance her understanding of branding in a way other photographers do not intuit.

Jazz age flash is not in Giorgio Armani’s DNA. More relatable, neither is femme fatale. The Armani woman is not a risk-taker with fashion. She may be enormously competent in everything she does, but I’ve never-ever considered the Armani woman being up for a walk on fashion’s wild side — EVER.

With one broad stroke of her Jungian-inspired, creative vision, Porodina now makes Armani model Beauise Ferwerda a multi-dimensional Armani woman with a shadow-self.

We’re not left wondering. Elizaveta shows us — literally. Next thing we know, Beauise Ferwerda as Armani woman wants to buy a Helmut Newton photograph . . . for her walk-in closet.

In my humble opinion, Elizaveta Porodina has just handed Giorgio Armani a new muse with these images. And she’s intriguing. We thought we knew her. . . but clearly, we didn’t look beyond her surface.

Mauro Demestria styles the 2023/4 Giorgio Armani campaign, which also includes Diogo Gomes [top] and Xavier Serrano [bottom]./ Hair by Pierpaolo Lai; makeup by Patrick Glatthaar