Berluti’s Fall 2024 ad campaign serves as a masterclass in editorial minimalism, grounding the heritage of a storied fashion house in a contemporary, tactile visual language. Under the creative direction of Atelier Franck Durand, the campaign moves beyond traditional product staging to explore the intersection of human character and luxury craftsmanship. Captured by photographer Bastian Achard, the series oscillates between intimate portraiture and refined still life, utilizing low-key chiaroscuro and studio strobe techniques to accentuate the rich, varied surfaces of the collection. Whether focusing on the supple, burnished patina of leather footwear or the structured silhouette of a corduroy jacket worn by models Thibaud Charon and Xu Meen, every frame prioritizes a sense of quiet permanence. The styling, executed by Benoit Martinengo, favors an earthy palette and clean lines that resonate against warm-toned wooden panels and featureless, neutral studio backgrounds. By eschewing excessive flair, the campaign leans into a sophisticated, cinematic aesthetic that allows the inherent quality of the materials—from pebbled leather to fine wool—to take center stage. The result is a cohesive, polished narrative that speaks to the modern Berluti man: composed, thoughtful, and deeply invested in the subtle details of professional attire. Through this deliberate restraint, the brand reinforces its commitment to timeless elegance in an ever-shifting luxury fashion landscape.
