BERLUTI

Andy Warhol Berluti introduces a new campaign, geared towards living life to the fullest

NATURALLY Effortless

BERLUTI’S NEWEST CAMPAIGN, LIVE ICONIC, IS EVERYTHING THE NAMESAKE TITLE INSPIRES AND MORE

Since its inception four generations ago, Berluti has proven itself time and time again as a pillar of timeless elegance, class, and impeccable grace. The identity of a Berluti man, one of effortless chic, enthrals the likes of many and, in our modern times, is the leather Maison of choice for up-andcoming celebrities to aged businessmen and all men in between. That is the thing, with a brand like Berluti, the trust its clients feel runs so deep no campaign falls short of being iconic.

Launched in March of this year, Berluti’s Live Iconic campaign “calls for a return to the essential – the iconic – in the manner of two of its legendary clients, Marcello Mastroianni and Andy Warhol.” Immediately, we are enticed by the great sentiments and nostalgia attached to the campaign’s chosen muses, who were also loyal clients, of the Maison. On the one hand, we have Mastroianni, whose uncanny presence in Italian cinema has earned him recognition as one of Italy’s most iconic actors of the 20th century. The most suitable incarnation of the Berluti man, Mastroianni’s legacy lives on.

Marcello Mastroianni

Just as his vocation called for him to wholeheartedly portray different characters and adapt to various stages, Berluti’s Live Iconic campaign is a “call to live life to the full” and to “be provocative, duck and dive, think, contradict yourself, be creative and enterprising… Dress up, then undress and get dressed again in a completely different way, because the mood will have shifted,” as expressed in the Maison’s new brand statement.

Now, we turn our attention to the trailblazing name that is Andy Warhol, whose impact continues to be undoubtedly felt throughout social contemporaries, art history and American culture. Warhol’s bright, colourful paintings, recognisable from a mile away, dared to feature the most luxurious and hyped faces of their time, including Marilyn Monroe and Muhammad Ali. But Warhol’s genius was not only limited to the great stars but also extended to often overlooked, mundane and boring items, such as a can of Campbell’s soup. Warhol never confined his identity nor his art to a label, category, or collection, and this allowed him to experiment and have fun with his art.

Berluti’s Live Iconic campaign reflects this attitude. In characteristic homage to Warhol’s unapologetically pioneering spirit, the Maison rings true in its capacity to produce the most detailed and technical leathercrafting with beautiful twists and turns resulting in pieces such as ‘the Andy’, which was the loafer that Olga Berluti designed specifically for Warhol.

Speaking to the significance of Berluti’s choice of muses for this exciting collection, Berluti CEO Antoine Arnault said, “Mastroianni and Warhol epitomise the inimitable, timeless elegance that is the very essence of our Maison. Now it’s time for Berluti to proudly reaffirm its identity and its DNA, which we forged through creating iconic designs for clients whose names will live on forever.”

Listing the pivotal pieces included in the Live Iconic collection, Berluti’s press release enumerates the brand’s offerings. “This new campaign is perfectly in tune with these two personalities, and also shines a spotlight on iconic Berluti designs. Foremost are the Alessandro, the gold standard of lace-up court shoe and designed by the Maison’s founder, Alessandro Berluti; the Andy, the iconic loafer that Olga Berluti created for Andy Warhol, and Playtime, the first high-top sneaker. There are also the iconic bag designs Un Jour, Deux Jours, Jour Off and Toujours. And lastly the Formula 1005, Berluti’s iconic suitcase sheathed in SIGNATURE canvas.”