Borsalino spring 2021 ad campaign


Spring 2021 Ad Campaign

Spring 2021 Fashion Film Entitled “Rethinking Energy” Combines A Celebration of Dance with Industrial Atmospheres

Borsalino has released its newest Spring 2021 ad campaign, which includes a fashion film under the artistic direction of the Maison’s Creative Curator Giacomo Santucci. Shot by photographer Joseph Cardo at Borsalino’s manufacturing facilities in Alessandria, Italy, the fashion film entitled “Rethinking Energy.”

The short film captures expressive choreography and features nine professional dancers who bring to life the brand’s concept of beauty through dance, elevating dance as a universal language of movement with the ability to transcend the human experience.  

As an art form, dance perfectly represents the ethereal connection between mind, body, and soul. Rich in creative fantasy, it’s a mirrored reflection of our lives, able to beautifully communicate a global language of joy, union, harmony, freedom, dreams, and hope. But above all, dance is born from the passion of daily life that expresses the most heartfelt emotion. I wanted to celebrate how this special energy is naturally linked to movement, whether it’s directed towards what we put into work or into our private lives. Now more than ever, art and culture need to transmit and celebrate new creative forms of energy.

— Giacomo Santucci, Creative Curator for Borsalino

Photographer Joseph Cardo elaborates further, as follows; “During our filming, the Borsalino Manufacture was transformed into a dancefloor that captured an incredible flow of energy through the artistic movements of the dancers.”

Shot against this unique industrial backdrop where the brand’s iconic hats are produced, the result was a magical and true visual expression of creativity.

— Joseph Cardo, Photographer

In this way, the concept of the film is tied directly to the brand’s Spring 2021 collection, which was strongly influenced by the Arts and Crafts movement – an artistic movement that is credited as being the first to be directly linked to the rise of industrial machinery and factory production at the turn of the century. The Spring 2021 collection is also inspired by an intellectual dialogue between the Optical Art of Bridget Louise Riley and the graphic design works of Aubrey Beardsley.

Borsalino spring 2021 ad campaign

Creative Curator | Giacomo Santucci
Photographer/Director | Joseph Cardo
Dancers | Anaïs Maurer, Douglas Zambrano, Chiara Giulia Nenna, Cecilia Pacillo, Lorenzo Cavallero, Giulio Galimberti, Eleonora Lupo, Michela Mazzoni and Mirand Pulaj
Location | Borsalino Spinetta Marengo Manufacture, Alessandria Italy