Berluti travels to Rome for its spring-summer 2020 campaign that features art direction by M/M (Paris). The fashion brand enlists British-Lebanese skateboarder and designer Blondey McCoy to front the outing. The 22-year-old reunites with photographer Alasdair McLellan for the advertisement. Mirroring the modern attitude of Kris Van Assche’s approach to tailoring, McCoy is quite the character in front of McLellan’s camera.
Van Assche explains,
Blondey immaculately blends the qualities of an old soul with the lust for life of a new generation. The Berluti artistic director continues,
For Berluti, which historically catered to the likes of Greta Garbo, Robert Mapplethorpe, and Patti Smith, his refined rebellious attitude is the spirit with which this Maison is entering a new decade.