Shoes, bags and skater-bois – the trio could have been lifted directly from any average teenage wish-list circa the Avril Lavigne years. This time though, we’re delving further back into the archives than 2002 – 1895 in fact. The long-established house of Berluti may have once dressed the likes of Hollywood starlet Greta Garbo, but their SS20 campaign sees them take to the streets. And who better to embody l’art de vivre than skate-star and current it-boy Blondey McCoy. Pairing old-style elegance with a cheeky-chap attitude, at just 22 the model-cum-designer-cum-artist is a talent beyond his years, making him an unusual but somewhat fitting pairing to bring the house to the screens of Gen Z.
Long-time collaborator Alasdair McLellan shot McCoy around the streets of Rome to capture his third campaign for Berluti under artistic director Kriss Van Assche, with art direction by M/ M Paris. Following his book 15-21 documenting the last seven years of McCoy’s life, the close relationship between the two created an authentic image, with McCoy’s effortless sense of cool making us envy his ability to pull off a suit with a shaved head. With this new tough-boy look and a skateboard in tow, Blondey is rolling into the new decade and taking Berluti with him – and we’re so down for the ride.
