Berluti is unveiling its very first advertising campaign since the appointment of Kris Van Assche as Artistic Director in April 2018. With it, he has made his first imprint on the heritage of the Parisian brand, which has also redesigned its visual identity.

Created in collaboration with graphic design studio M/M Paris, the new signature of the House of Berluti bears the creative stamp of Kris Van Assche. The designer drew his inspiration from the brand’s origins. The new “1895 Berluti Paris” logo features the brand’s name as it was carved onto an “Alessandro” shoe tree, which is then accented with the year the founder established himself as a shoemaker. The corners of each letter have been subtly erased to signify new beginnings.

The new visual identity is part of the first campaign by Kriss Van Assche. Photographed by Jamie Hawkesworth, the three black-and-white images each depict the torso of a nude model in a minimalist style which, by creating contrast, elegantly highlights the brand’s emblematic shoe, the lace-up “Alessandro” oxford model designed in 1895. For the occasion, the iconic shoe is featured in three versions, all made from a single piece of leather.

Kris Van Assche will present his first Berluti ready-to-wear collection in January 2019 for the 2019-2020 Fall-Winter season.

Image credits: Berluti