‘IL SOLO’ Venice
LUXURY MENSWEAR AND TAILORING BRAND S&T VENICE WORKED WITH US TO CREATE A FASHION VIDEO CAMPAIGN, AND AN ADVERTISING CAMPAIGN TO BE USED ACROSS LONDON UNDERGROUND STATIONS IN THE CITY OF LONDON.
After discussions with the brand to understand their story, we put together our proposal. The idea behind the fashion film was to go behind the individual pieces of clothing and speak more of the story behind S&T Venice; the tailor made lifestyle and focus on attention to detail. The same way Massimo the tailor will curate pieces that work together and create an overall look for a customer, we wanted to show that rather than the off-the-shelf-one-size-fits-all way of thinking, attention to finer details and the right amount of care lead to a much greater impression of personalised style; a one-off look that simply works. Not too deliberate, not too overstated, just a sense of effortless confidence that comes from the clothing and lifestyle.
“We are focused on the story and the title reflects this: ‘il solo’, his style, his grooming, his presence....we don’t focus on one individual piece, or simply the man himself, but instead progressively reveal these elements. A finely cut suit, the right tie, the smallest detail in a collar pin, in the same way they have been carefully selected to create the overall cohesion and give the man his certain quality and manner.”
S&T Venice were founded originally in - you guessed it - Venice, Italy, and also have a location in central London, so we wanted to speak of this while communicating the vision. To do this, the video would be broken into two parts.
Initially, we show the model close up; grooming, dressing, preparing himself. No overall impression is given and his face isn’t yet revealed - we see close ups of a tie being adjusted, a jacket fastened, all revealing the quality and fit of these items, but the final result is still not offered. We get hints that we are in Venice - the canal’s rippling reflection on the Istrian stone window treatment, that unique light coming through the window. This scene forms as an introduction or story-telling reaching to the roots of the brand with an overall calm.
The model walks down a corridor, silhouetted, gradually becoming more and more revealed, and the moment comes when he steps outside in full view to offer the viewer the overall look. The music picks up, and he walks through the city of London - early morning, empty streets - he is the one pure focus on camera.
“...as viewers, we begin to see him as ‘il solo’, and understand that he is both in control of and the result of a deliberate and individual style, a careful partnering of pieces that have each come from one place: S&T Venice.”