Summer 2020 collection

Berluti announces Blondey McCoy as the face of its Summer 2020 Collection. The 22-year-old British-Lebanese skateboarder and designer was shot by his long-time friend and collaborator Alasdair McLellan on location in Rome, marking the photographer’s third campaign for Berluti under the artistic direction of Kris Van Assche. The campaign was art directed by M/M (Paris).

Invoking the existing connection between photographer and subject – in a city frequented by both – the constellation transports the Summer 2020 Collection from runway into reality. In the meeting between McLellan’s character-centric lens and McCoy’s contemporary elegance, the images are founded in authenticity.

“Blondey immaculately blends the qualities of an old soul with the lust for life of a new generation. For Berluti, which historically catered to the likes of Greta Garbo, Robert Mapplethorpe and Patti Smith, his refined rebellious attitude is the spirit with which this Maison is entering a new decade,” Artistic Director Kris Van Assche commented.