In an age increasingly defined by technological advancements characterised by their ability to remove the human element from processes altogether, Tod’s celebrates the human touch. Shot by British fashion photographer Tim Walker, The Art of Craftsmanship irreverently sheds light on Tod’s attention to craftsmanship and Made in Italy credentials.
You’ll also enjoy:
Italian Leather Craftsmanship & American Sports Culture Collide In Tod’s x Moncler Palm Angels
Mulberry x Axel Arigato Amalgamates British Heritage With Scandi Minimalism
Contemporary Classicism Reigns Supreme At The Newly Redesigned Tiffany & Co. New York City Flagship
Walker captures the production process of iconic Tod’s pieces, such as the Di Bag and the Gommino, through a surrealist lens. Through distorted proportions and playful imagery of the objects and tools used to craft them, Walker conveys the care, expertise, and human touch behind each Tod’s product. Through his singular dreamlike vision, Walker depicts the key elements of the craftsmanship process, including cutting the leather, stitching, and brushing.
“In this increasingly digital world, where so much is being created on an industrial scale by machines, the value of craftsmanship is increasingly precious,” says Tim Walker, who spent a day at the Tod’s factory in Italy’s March region prior to creating the campaign. “The people I met in the company and their experience were the real source of inspiration.”
“Italian lifestyle and exceptional craftsmanship are core values for Tod’s and having them interpreted by Tim Walker allows us to convey these values also to the young generations, speaking their language” explains Diego Della Valle, president and CEO of Tod’s Group.
The Art of Craftsmanship by Tim Walker will be exhibited at Salone del Mobile Milano 2023 from the 19th to the 22nd of April, before travelling around the world for a year.
Explore the campaign images here.
Words by Esmé Duggan
