The long-awaited campaign by Berluti has dropped with art direction by Kris Van Assche and a new logo designed by M/M Paris. The logo is derived from a signature carving etched into a Berluti shoe tree from 1895. The Parisian graphic duo came up with the logo which has the letter’s edges sharply slashed off which was previously faded, as found in the archive ‘Alessandro’ shoe. The signature is described as “a clarified emblem for things to come”.
The campaign features the same shoe that inspired the new logo. A great way to tie history together with a new chapter. The classic patinated Venezia leather and alligator Alessandro oxford shoes are paired with contemporary faces. Photographed by Jamie Hawksworth and styled by Mauricio Nardi, the campaign images give off a sense of the past and future.
We have seen what Van Assche is capable of and after this, we are ecstatic for what’s to come.