NEW YORK — Tod’s spring ad campaign finally goes head to toe.
The creative direction in recent years has been from the waist down to display the pebble-soled driving shoes and butter-soft leather bags that are the brand’s core. The change is due mostly to the 105-year-old firm’s coming full circle with a ready-to-wear line designed by Derek Lam, which begins retailing in select Tod’s stores in February.
“It’s a little bit more sexy than the other campaign, and there’s an element to justify that,” said Claudio Castiglioni, chief executive officer of Tod’s USA, of the shots featuring a man and woman lounging about in a sports car and at poolside dressed in the company’s polo shirts, short-sleeve tops and leather jackets.
The apparel is treated like an accessory, intended to top off an outfit, whether it be a $1,495 leather skirt or a $2,000 trenchcoat made from waxed cotton.
“We used Tod’s clothing,” said Castiglioni. “We didn’t have to shop [elsewhere] to create the image of Tod’s. The clothing belonged to the DNA of the brand. Our mission has been accomplished. It’s a 360-degree advertising campaign.”
The print campaign, which bows in March issues of magazines including Vogue, Harper’s Bazaar and Elle, was shot by Mikael Jansson at the nature-inspired Los Angeles home of Kelly Lynch and Mitch Glazer.
The ads are another step forward for parent company Tod’s SpA, which is on a roll. The company, which also owns Hogan, Fay and Roger Vivier, reported a 36 percent increase in net profits for the first nine months of the year to 43.8 million euros, or $55.2 million at the exchange rate when reported.
In March, all of the company’s U.S. offices and showrooms will move to Milk Studios at 450 West 15th Street here. The firm is also in discussions to launch a Tod’s luggage collection and is contemplating opening a store in Dallas.