Borsalino fall-winter 2019: fashion photography becomes art

An image from Borsalino fall-winter 2019 campaign

THE WORLD’S MOST FAMOUS HATS BRAND PRESENTS THE ADV FOR NEXT AUTUMN

Borsalino fall-winter 2019. Put it down like this, it looks like a simple title for a review. Maybe those short and not very busy. But this is not the case. Rather, the incipit relating to the campaign of the most famous Italian brand of hats in the world is to be seen as the title of an exhibition. Indeed, this is precisely the objective of Creative Curator Giacomo Santucci and photographer of the campaign Joseph Cardo.

Fashion photography is understood as art. Santucci explains it well, and states: «In continuity with the previous campaign and always within the Arts & Crafts code, which expresses the soul and DNA of the Borsalino brand, my will, also for photography, is that to elevate the photographic medium to the same extent as the other arts.» He adds: «Painting interacts with photography, achieving a modern, artistic, 3-d effect like a sculpture in a Pop synthesis. This approach, also born at the end of the nineteenth century, attempts to remove photography from a simple instrument of reproduction of reality, bringing, as in the Borsalino product on the other hand, the dexterity and aesthetic sense necessary for the achievement of a re-read beauty, in a contemporary key.»

An image from Borsalino fall-winter 2019 campaign

COMMUNICATING IS A MATTER OF MODERNITY

Borsalino is synonymous with quality and timeless iconic hats. The history of the brand, that of its founder Giuseppe Borsalino, a ‘millennial ante-litteram’ that turned the hat from necessity into beauty at the age of 23, is known to many. Success, between highs and lows, is due to an ability to communicate the sense of one’s own value. Through the values of each piece produced, and with the help of advertising campaigns.

Cardo, at his third season with the company, succeeds in interpreting the pillars of the brand and explains that «If communicating means lateral thinking and the ability to read modernity, with Giacomo Santucci I enjoyed making concrete his sense of Pictorialist Photography.» This shows how« photography can pay tribute to art and in this case to post-classical Retna interventions, but in some way also involving the season of Rauschenberg, Villeglé and Rotella.»