In April of this year, it was announced that former Dior Homme artistic director, Kris Van Assche would be replacing Haider Ackermann at Berluti. Though fashion enthusiasts were eager to see what Kris Van Assche would do differently, they were told they would have to wait, as his first showing wouldn’t take place until Paris Fashion Week Men’s in January 2019. Until then, the artistic director is settling into his new position at the fashion house, and offering us glimpses of we can expect to see next year.
Berluti’s first ad campaign directed by Van Assche debuted online today, showcasing a new logo treatment, and black and white photos of models wearing nothing but leather shoes flung over their shoulders. The campaign was shot by Jamie Hawkesworth and styled by Mauricio Nardi, while the new logo was designed by M/M Paris. The stylizing of the letters with their cropped corners references a carving etched into a Berluti shoe tree from 1895; the year that founder Alessandro Berluti had become a shoemaker.
In a statement, Kris Van Assche commented on the photos, saying: “For this first campaign, I wanted to create an image rooted in the maison’s origins and emboss it with my vision…See you in January.” Take a closer look in the gallery above, in other fashion news, MSGM showed a very bold SS19 collection Pitti Uomo this week.