Women’s Wear Daily
04.19.2014
fashion-memopad
fashion-memopad

Berluti Taps Italian Artist Maurizio Cattelan for Campaign

Sometimes the best frame of a photo shoot arrives after it’s wrapped.

fashion-memopad/news
Maurizio Cattelan Berluti

Maurizio Cattelan in the Berluti campaign.

Photo By Jean-Baptiste Mondino

WET AND WILD: Sometimes the best frame of a photo shoot arrives after it’s wrapped. That was the case for Berluti, which tapped cheeky Italian artist Maurizio Cattelan to front its latest spots, slated to break in Interview magazine on Dec. 4.

After posing by a swimming pool in suburban Paris for Jean-Baptiste Mondino, Cattelan decided to jump in fully clothed, leaving his Berluti loafers high and dry on the diving board. The French brand’s “Initiated by” tag line reads “Buster Keaton,” referring to the silent film star whose masculine elegance and stoic expressions are echoed in Cattelan’s natty shirt-and-tie, off-camera gaze — and impromptu stunt.

Adding an extra artistic layer, Cattelan tapped one of his favorite video artists, Yuri Ancarani, to film the making-of, which is to be unveiled on social media at the end of the month, said Isabella Capece Galeota, Berluti's director of image and communications.

As Berluti’s campaigns focus on personalities rather than particular fashion seasons, the Cattelan spots are to run alongside earlier ads featuring Jeremy Irons and Pierre Casiraghi.

Berluti creative director Alessandro Sartori said Cattelan — like Irons and Casiraghi — is “in a league of his own,” having spent “30 years provoking the art world with his unique satire. This, and his unfailing elegance, make him the perfect Berluti man.”

RELATED STORY: Berluti Puts Personality on Full Display in Paris >>

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