New Borsalino Campaign Celebrates Self Expression and Diversity Starting From the Hat

The Borsalino Fall-Winter 21/22 campaign has been uniquely interpreted by fourteen Fashion Styling students from the Istituto Marangoni Milano. Each student has created a personalised look inspired by the Maison’s hats.
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Borsalino & IM FW21 - Riccardo Fontana

For the first time, Borsalino has partnered together with the prestigious Istituto Marangoni Milano for an innovative styling project that places 'the hat' as the first step in creating an individual style. It is way too often that the choice of such an important accessory as a hat comes in as the last step of building a look. This is exactly why the fourteen of the school’s Fashion Styling students were tasked to reverse this process by drawing inspiration directly from the Borsalino FW21-22 collection to create individual outfits, that would also reflect their personalities. 

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Borsalino & IM FW21 Aurora Mattioli

Under the mentorship and artistic direction of Borsalino’s Creative Curator, Giacomo Santucci, this expressive exercise was then transformed to being the focus for a new seasonal campaign, shot by the renowned fashion photographer Joseph Cardo, with the students in their dual roles, both as stylists and models in the streets of Milan.

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Borsalino & IM FW21 Francesca Marchesi

Free to play with the Borsalino hats without stylistic constraints, the young students enhance the collection through their interpretive sensitivity and creative lens, thus celebrating individuality and an inner connection. Under the leading premise, that diversity promotes innovation and cultural growth, this important DNA element is the basis for the brand’s corporate relaunch strategy, which aims to accompany the Maison’s historic '160 years plus' reign of iconic elegance and style into the future.

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Borsalino IM FW21 Paolo Vecchies
“This enriched idea of Beauty for Borsalino highlights the joy of living, diversity, and boundless possibilities of personal expression. Now hats are far from just being designed with the sole purpose of protecting and covering our heads, but rather an ambitious and daring mechanism towards self-discovery. Freely interpreting the Borsalino Fall collection, each of the students from the Istituto Marangoni Milano showed their own idea of beauty through a sample of individual talent. Borsalino celebrates the best of each individual and supports diversity in all of its forms.” - Giacomo Santucci, Creative Curator of Borsalino
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Borsalino IM FW21 Arianna Lonati

As explained by Diana Marian Murek, the Education Director of Istituto Marangoni Milano, herself, this project with Borsalino allowed the students to take their first professional industry steps with a well-known historical symbol of Italian excellence. The aspiring stylists, supported by the artistic vision of Giacomo Santucci, Creative Curator for Borsalino, and Michela Guasco, the Program Leader for the Fashion Styling department at Istituto Marangoni Milano, were given the opportunity to enrich both professionally and personally. Thanks to this experience, each student was placed at the forefront to research, experiment, and create different styles by revisiting the brand’s heritage in an interpreted and contemporary way. Borsalino offered the students the possibility to get to the heart of styling, campaign creativity, and dynamics, preparing them concretely and pragmatically for their future career endeavors.

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Borsalino & IM FW21 Luca Gonella
“We approached this project with Borsalino in an unconventional way. Normally, we don’t ask Fashion Styling students to create a look that is exclusively and specifically connected to their own style. But in this case, their brief was to develop an outfit that highlighted their personality with the selected hat they choose to wear as the starting point.” - Michela Guasco, Fashion Styling Program Leader of Istituto Marangoni Milano
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Borsalino & IM FW21 Greta Monticone
“The end goal was to enhance each student’s diversity. It was a new experience that I embraced that wasn't my usual way of working. I encouraged the students to guide me through the shooting because each individual possesses a unique real essence of normality that is special and unrepeatable.” - Photographer Joseph Cardo.
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Borsalino IM FW21 Gaia Mottura

The preview of this all-digital Borsalino Fall campaign will unveil on September 10th and will feature fourteen Fashion Styling students between the ages of 20 to 25 years old from the Istituto Marangoni Milano as the main protagonists, including: Maria Chiara Amirante, Ida Baghino, Giulia Bartoli, Giulia Cipriani, Riccardo Fontana, Luca Gonella, Alice Guerrieri, Arianna Lonati, Francesca Marchesi, Aurora Mattioli, Greta Monticone, Gaia Mottura, Giorgia Solbiati, and Paolo Vecchies.

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Borsalino & IM FW21 Ida Baghino

Pictures: PR



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