Borsalino premiers Fall/Winter 2020-21 with an exciting campaign set in two of the Maison’s legendary locations that pays homage to the brand’s Made in Italy hat-making artisan tradition and world-renowned craftsmanship. Through unedited storytelling visuals, Borsalino opens its doors for the very first time into the world of rediscovery, celebrating the new season collection that was inspired by the 19th century English Arts and Crafts artistic movement and illustrious, modern-day pop cultures.
Shot on location in Alessandria Italy at its Spinetta Marengo manufacture and in Villa Borsalino, home to the founder Giuseppe Borsalino’s heirs, this campaign is part of the brand’s ongoing relaunch strategy under the artistic direction of Creative Curator Giacomo Santucci to translate its DNA into contemporary aesthetics and project the Maison’s 163 years of Italian elegance and style into the future.
Borsalino’s Spinetta Marengo manufacture is a magical place where the company’s talented craftsmen and machines work together side by side like a musical orchestra. Between the antique wooden tools and puffs of steam, felt materials take shape thanks to its one of a kind manufacturing process that has been passed down from generation to generation. Requiring talent, time and expertise, each Borsalino hat necessitates more than 50 manual steps and a minimum of 7 weeks to complete.
Villa Borsalino, built in a Genoese style and residence to the world’s most famous hat making family, is full of unique charm and contemporary spirit, reflective of both founder Giuseppe Borsalino and his decendent’s passion for art and travel.
Authored by photographer Helmut Berta, a young Alessandria-based talent, the new Borsalino Fall/Winter 2020-21 campaign interprets the collection with a modern edge while capturing the essence of the Maison and its unedited locations. Featuring models: Natasha Borozan, Sofia Vittoria Ronchi, Daniele Crostella and Andrea Rodriguez Mianulli.