Embodied by actors Victor Belmondo and Lee Jun ho, the Berluti man reveals himself, playing with the spectator.
The Maison’s new campaign shines a light on its ambassadors Victor Belmondo and Lee Jun-ho in the haven of a Parisian apartment. This intimate portrait series throws the many facets of the Berluti man into subtle relief.
The backdrop is a grand Haussmann-era Paris residence that still bears traces of an old-world art de vivre, where intimacy and grandeur coexist naturally.
The Maison’s new brand campaign plays with these contrasts and attitudes to sketch the outlines of the Berluti man: a man who inhabits the world on his own terms, while cultivating an offbeat perspective. He wears his elegance lightly, with an irreverence that keeps him from taking himself too seriously. He refuses to be pigeonholed, defying conventions and making light of labels.
Different facets of their personalities are revealed as the two actors make their way through these spaces and shifting ambiences, while photographer Estelle Hanania is on hand to capture these fleeting little scenes from life on film. By turns serious and playful, sharing an easy rapport, they appear less to be acting out a role than riffing on the narratives that have built up around them.
The campaign is peppered with knowing references, for those inclined to spot them. Leaning on a wooden table where a metallic sphere rests, Victor Belmondo sketches a knowing smile, wearing an Un Jour blouson in patinated leather and shining Alessandro 1895 oxford shoes with mahogany highlights.
Sitting in one chair, his legs casually stretched out on another, Victor Belmondo tosses an apple in the air. A Forestière jacket thrown over his dark, structured top half contrasts with the unexpected sight of a pair of boxer shorts.
A pair of Andy loafers, advancing with a confident step across the honey-toned parquet floor, signal the entrance of a remarkably elegant figure. It is Lee Jun-ho, in a strong blue leather suit revolving around the Forestière, and a second, dusty pink interpretation of it visible underneath.
Ensconced in a vintage armchair, his hand cradling his face, Jun-ho seems at one with his surroundings. He faces the camera, not striking any particular pose, but simply and elegantly occupying the space, without a hint of stiffness or solemnity.
The Parisian interior is bathed in cream, honey and amber tones, creating a warm, almost painterly light, like a distant echo of the Italian Renaissance. In its blend of Paris and Italy, this undercurrent subtly recalls Berluti’s dual heritage. The apartment’s intimate atmosphere also forms part of the story: after all, there’s no need to keep your distance when you feel at home everywhere.
Around them, several of the Maison’s star pieces are also under the spotlight, with the Forestière, the Alessandro 1895 oxford and the Un Jour Blouson lending the campaign their unmistakable signature.
Some are even incorporated into still life compositions. Balanced on a sleek brown chair, a pair of Stellar sneakers in Venezia Marrone Intenso calfskin form a contemporary still life arrangement rendered in variations of brown and light.
In another shot, the Un Jour bag rests on a console, crowned by a spray of white orchid. A play of light and shadow sculpts its form, while sfumato gently blurs its edges, lending the bag all the depth and richness of a painting.
This campaign presents an elegance where unhurried craftsmanship and signature designs meet the essential freedom of the Berluti man: the freedom that comes with being so confident in his style that he never has to take it too seriously.
Discover more from Berluti here.
BERLUTI Lee Jun Ho Victor Belmondo
