Client: Tod's
Talent: Xiao Zhan
Italian Stories is conceived as a cultural act. It does not simply portray fashion, but the way fashion becomes part of a broader geography made of places, objects, and gestures. The campaign is set in Villa Borsani, a rationalist masterpiece that since the 1940s has preserved the dialogue between art and daily life. It is not a backdrop, but a narrative device: its essential forms, noble materials, and the artworks it hosts turn the space into a witness of time. The protagonist is Xiao Zhan, Global Brand Ambassador and a leading figure in the Chinese creative scene.
His presence builds a true bridge between Italy and China, two cultures united by their pursuit of essence, harmony, and beauty rooted in tradition. Tod’s accessories, from shoes to bags, to the key elements of the male wardrobe, become symbols of cultural continuity. Not simple objects, but languages through which elegance manifests as awareness, not ornament. In this perspective, Italian Stories is a manifesto for contemporary living: an invitation to consider fashion as material culture, a gesture that unites memory and future, an elegance capable of inhabiting the present.
