The new campaign expands the brand’s beachwear universe through a focus on transition, texture, and seasonal ritual
The Attico introduced its Summer 2026 campaign, “Il Primo Bagno,” translating to “the first swim,” as a conceptual framework for the season’s collection. The project captures the transition into summer, using the moment of entering water as a central metaphor for change, release, and transformation.
Shot across a series of locations in Italy, the campaign moves between interior and exterior settings, including coastal landscapes and urban environments. The imagery avoids direct narrative, instead presenting a sequence of scenes that evoke a suspended, atmospheric sense of place associated with the Italian summer.
The collection reflects this duality through a mix of swimwear and ready-to-wear designed for movement between different contexts. Prints such as zebra patterns, stripes, and washed blue-and-white motifs reference sun exposure and wear, while silhouettes emphasize fluidity combined with defined structure.
Accessories play a key role in the offering, with platform sandals in cork and other materials providing a grounded counterpoint to lighter garments. Two new bag designs, “Via dei Giardini” and “Via del Mare,” extend the collection’s connection to location and seasonal lifestyle.
The release marks a continued expansion of The Attico’s beachwear category, positioning it as a core component of the brand rather than a seasonal extension.
