How Tod’s captures the essence of Italy in one fell swoop
THINK OF ITALY AND WHAT typically comes to mind are monuments such as the Colosseum or artistic masterpieces such as Michelangelo’s Sistine Chapel. If you’re a motorhead, perhaps it’s the sleek lines of a Ferrari 250 GTO; if you’re a design addict, it could be Gaetano Pesce’s delightfully sensuous Up armchair and ottoman.
Oh, and then there’s the food and the fashion: The cornucopia of toothsome treats and winsome wines – where does one even begin? “Pasta” or “prosecco” both feel reductive – and the seemingly endless array of desirable garments and accessories that float down the runway each season.
The point is, the essence of Italy is founded on the art of living well. From the love of driving – which embodies freedom and adventure – to the deep-seated belief in the importance of aesthetics in everyday life, Italian culture is an alluring blend of beauty, passion and tradition. It’s all about enjoying life’s pleasures, because why not.
For Italians who subscribe to living la dolce vita, doing so means combining elegance with practicality. The country’s fashion and product designers often prioritise using high-quality materials and craftsmanship. Brands such as Tod’s exemplify this philosophy, creating products that are not only beautiful but also designed for everyday use, highlighting the Italian approach to living well.
Naturally, the brand’s Fall/Winter 2024/2025 collection espouses this ideal. To bring the collection to life – in other words, to showcase how Tod’s view of relaxed luxury blends seamlessly into the everyday – the brand chose the evocative setting of a historic family mansion to photograph its advertising campaign.
La dolce villa
The backdrop: Il Palazzetto, a 17th-century Palladian-style villa located in the province of Padua, northern Italy. It’s the residence of the Businaro family, who spent several decades restoring and transforming the property, blending the villa’s 17th-century vernacular with modern design elements.
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Patriarch Aldo Businaro in 1964 acquired the villa, which had been in his family since 1924 but had fallen into disrepair. His vision was to restore the villa not only as a family home but also as a showcase of contemporary Italian design. Today, Aldo’s three sons, Francesco, Federico and Ferdinando live there.
Under Aldo’s leadership, the villa underwent extensive renovations, thanks to the work of Carlo Scarpa and later, his son Tobia. The Scarpas’ involvement was particularly influential, as Carlo’s architectural philosophy emphasised sensitivity to materials and context, which resonated with Aldo’s vision for Il Palazzetto.
The Businaro family’s story reflects a broader narrative of Italian culture, where family, craftsmanship, and a deep appreciation for history converge. Family, of course, being another cornerstone of Italian culture.
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All togged up
In the campaign images and videos, models pose and interact in this domestic setting. They are reclining in chairs, playing backgammon, listening to music on a record player, sprawling languorously on the lawn, or getting in and out of their classic convertibles – as if ready to embark, or returning from, an epic adventure.
Of course the models are clad in the season’s choicest pieces. Central to the men’s ready-to-wear collection is the Pashmy, a waterproof suede with a soft feel, featured in a classic round-shaped bomber jacket. The suede boasts an exceptionally silky texture that evokes the softness and lightness of pashmina, showcasing the brand’s expertise and craftsmanship.
The iconic Gommino driving shoe is showcased not only in its classic and Bubble versions but also in the Yorky model, which features delicate fringes that add a sense of movement with every step. The Winter Gommino, which comes in both suede and luxurious nappa leather, once again highlights the use of high-quality materials and craftsmanship.
The sneaker collection has also expanded for both men and women, and now features a new retro-inspired model. The women’s version is crafted from a technical material with various colour combinations, while the men’s version is offered in a luxurious fine leather with natural tones.
Tod’s iconic Di Bag is celebrated with new variations, including a trunk with hand-sewn threads that enhance its quality, along with the Di Bag Swing, Di Bag Obo, and Di Bag Folio – evolutions of the original model that maintain the brand’s signature saddlery and craftsmanship. And finally, the classic shopping tote, the T Timeless, has been reimagined in a fresh material.
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