From 4 to 10 September 2024, Berluti’s new campaign offers a fresh perspective on its savoir-faire with an eye-catching visual trail down the Champs-Elysées. Just steps away from the Maison’s historic Rue Marbeuf boutique and bespoke bootmaking workshops, Berluti is showing itself to the city at large.
This novel presentation showcases every realm of the Maison’s expertise – footwear, leather goods, ready-to-wear – in the style of an art exhibition in 17 images. Each photograph is displayed individually on a series of pavement billboards along the Champs-Elysées, creating the sense of striding forward through the Berluti universe.
The images deliberately focus in on – rather than simply foregrounding – select pieces crafted by the Maison’s artisans. These are genuine portraits: of men, of shoes, of objects.
Working under the creative direction of Atelier Franck Durand, photographer Bastian Achard has imbued a duality into this contemporary portraiture. On the one hand, it’s infused with a kind of rigour, where he let each object guide him in his search for the details that distinguish it. On the other hand, this inspired process also carries a powerful emotional charge.
With this anthology of images, Berluti speaks to the men who choose to fashion an elegance of their own from these objects of desire. The Berluti man is a cultured connoisseur who is open to new ideas. He stands by his choices. His style speaks volumes, subtly expressing his personality without being ostentatious. His appearance makes an impression because it’s founded on exceptional pieces, artfully selected. That’s what this new campaign showcases, by deliberately choosing at times to focus on certain details.
Whether timeless classics or drawn from the latest collections, the shoes, bags and garments in these images are magnified like objets d’art to reveal their very soul:
From the precision stitching around the penny bar of the Andy loafer, or the fluid drape of a leather jacket, to the superb craftsmanship of the Scritto motif under the collar of a shearling coat or the sleek lines of the Alessandro lace-up, all the artistry of the Maison’s skilled craftspeople is captured, in a simple, modest way.
Each image bears the Berluti name in full. This new advertising campaign restores to prominence the classic Berluti logo, which is making its return. Its apparently simple typography is in fact carefully crafted to make it easy to read between the lines. Both graceful and dynamic, the letters are brimming with character and surprises, leading to an affirmative ending like an exclamation mark.
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