Brioni has unveiled new pictures from its spring-summer 2022 campaign, featuring brand ambassadors Raff and Jude Law. Photographer Craig McDean connects with the father-son duo in London to photograph their Brioni ad. McDean’s photographs portray acting as a craft, with the Laws expressing their enthusiasm for narrative through their work.
Brioni Spring/Summer 2022 Campaign
Brioni draws a parallel between its tailoring tradition and its interest in the world of acting. According to the brand, acting is similar to tailoring in that it requires dedication, precision, practice, and interaction to elevate the performance to the next level. With a sense of amusement and camaraderie, Raff and Jude Law demonstrate essential pieces from Brioni’s spring 2022 collection while working on their respective craft.
Related: BRIONI TAPS JUDE LAW & SON RAFF FOR SPRING ’22 CAMPAIGN
“It was a beautiful thing to witness Jude and Raff take the stage,” says Norbert Stumpfl, design director at Brioni. “Their joy, elegance, and shared passion for their craft is something we relate to at Brioni, as our love of creating, and our commitment to being masterful at what we do is something we see reflected in them.” As Stumpfl points out, “They naturally embody the values of the House.”
According to Jude Law, when asked about the premise of Brioni’s new ad, “There is an interesting synergy between clothing and acting.” Law says, “Working with Brioni on this campaign, we had the chance to explore both artistic forms. It was a unique experience to also work with both my son and one of my favourite photographers.”
