Review of Tod’s Spring 2026 Ad Campaign by Charles Levai and Kevin Tekinel with Photographer and Director Alasdair McLellan with models Anatol Modzelewski, Francesco Cicerchia, Hedi Ben Tekaya, Lulu Tenney, and Penelope Terne
Tod’s Spring Summer 2026 campaign, photographed and directed by Alasdair McLellan with creative direction from Charles Levai and Kevin Tekinel, situates its narrative along the Amalfi Coast, continuing the house’s Italian Stories series. The campaign leans into a familiar Mediterranean ideal, framing leisure and companionship as extensions of the brand’s identity.
Visually, the campaign is defined by restraint. McLellan’s imagery alternates between crisp black-and-white compositions and warm, sunlit color scenes, creating a dialogue between timelessness and immediacy. The coastal setting—stone terraces, citrus groves, and open water—acts less as escapism and more as a controlled backdrop for subtle gestures. The group dynamics feel deliberately understated; models gather around tables, recline on loungers, or pause mid-conversation, suggesting ease without fully surrendering to spontaneity. This measured approach aligns with Tod’s broader visual language, where luxury is communicated through quiet continuity rather than overt spectacle.
The product integration is direct and legible. Close-up still lifes of Gommino loafers and leather goods interrupt the narrative flow, reinforcing the brand’s emphasis on craftsmanship. These moments, while effective in highlighting material quality—suede textures, perforated leather, and precise construction—create a slight disjunction. The campaign oscillates between lifestyle imagery and catalog-like clarity, occasionally diluting the immersive quality established in the wider scenes.
Styling, overseen by Charlotte Collet, remains consistent with Tod’s understated positioning: relaxed tailoring, soft neutrals, and occasional injections of muted color. The silhouettes do not compete with the environment but instead mirror it, echoing the tones of stone, sand, and sea. However, this cohesion also contributes to a certain predictability. The visual codes of “Italian ease” are executed competently, yet rarely pushed into more unexpected or contemporary territory.
Where the campaign succeeds is in its articulation of brand continuity. There is a clear throughline between setting, casting, and product, all reinforcing Tod’s commitment to craftsmanship and lifestyle-driven luxury. The casting—Anatol Modzelewski, Francesco Cicerchia, Hedi Ben Tekaya, Lulu Tenney, and Penelope Ternes—grounds the narrative in a quiet, collective presence. Yet, much like the environment it depicts, the campaign remains carefully composed. The suggestion of spontaneity is present, but rarely fully realized, resulting in imagery that feels more observed than lived.
Ultimately, Tod’s delivers a campaign that is polished and coherent, but deliberately conservative. It affirms the brand’s established identity—measured, tactile, and rooted in tradition—without significantly expanding it. The result is a refined portrayal of spring leisure that is visually assured, if somewhat resistant to surprise.
Tod’s Creative Director | Matteo Tamburini
Creative Directors | Charles Levai and Kevin Tekinel
Photographer and Director | Alasdair McLellan
Models | Anatol Modzelewski, Francesco Cicerchia, Hedi Ben Tekaya, Lulu Tenney, and Penelope Terne
Stylist | Charlotte Collet