Tod’s promotes new it bag ‘Sella’ through innovative pop-culture artistic dialogue

Italian luxury house of Tod’s has chosen to promote its latest iconic bag ‘The Sella’ through an artistic dialogue, inviting world famous photographer David LaChapelle to add his pop-culture interpretation touch to Tod’s heritage, based on leather craftsmanship. LaChapelle has created a surreal photography collection, out of proportion to thus focus on reality and details. Horses used by LaChapelle appear as a recurring dream, at the limit between reality and fantasy.

The project has been launched on social media and online with photos and a Making Of movie. It is for the first time, the Tod’s brand is opting for such a sophisticated communications strategy. which leaves, intentionally, plenty of room for imagination and even controversy. Some photos can even be interpreted as an obsession, a mere irony to the idea of the IT bag.

Oliver Petcu