Source: Highsnobiety
Summary
Berluti, a luxury fashion brand, is introducing a new creative direction. The brand is expanding its product categories and featuring two French bodybuilders in its campaign. Berluti was founded in 2008 and is known for its high-end shoes and leather goods. The new direction is expected to bring a fresh perspective to the brand.
Our Reading
The look feels familiar. Berluti’s new direction echoes the ’80s and ’90s trend of using athletic models in fashion campaigns. The brand’s decision to feature French bodybuilders is reminiscent of the iconic campaigns of the past. The trend returns with a new name, as luxury brands continue to blur the lines between fashion and athleticism. Berluti’s new direction is a revival of the past, reimagined for the modern era. The brand’s expansion into new categories feels like a déjà vu moment in the fashion cycle.
Author: Evan Null
