Berluti presents it’s first campaign under the artistic direction of Kris Van Assche, showcasing designer’s early imprint on the heritage brand.
Kris Van Assche joined the Parisian house in April after 11 years at Dior Homme. As Van Assche introduction to the Maison, he has enlisted M/M Paris to create a logo based on the letters carved into shoe tree unearthed from an archive ‘Alessandro’ shoe dating back to 1895, the year Alessandro Berluti established himself as shoemaker.
Letters were designed to absorb the erosion of time of this most original signature into a new representation, stylising the faded accents of the embossment into a clarified emblem for things to come. The designer said in a statement:
“For this first campaign, I wanted to create an image rooted in the maison’s origins and emboss it with my vision.”
The campaign, photographed by Jamie Hawksworth and styled by Mauricio Nardi, evokes a similar sense of transition in a conversation between past and future. Van Assche selected Berluti’s classic patinated Venezia leather and alligator Alessandro oxford shoe to honour its formative codes, but kept it fresh with a modern shoot. Antoine Arnault, CEO of Berluti, added:
“This campaign was thought of and art directed by Kris, I relate to it because it speaks of who we are while holding a promise of more to come.”
The Belgian designer will show his first collection for the house in January.
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