RON MAN: Cult cobbler Berluti is about to make a splash with its first new-look advertising since relaunching as a luxury lifestyle label for men in 2012 under the creative direction of men’s wear designer Alessandro Sartori. Word has it the forthcoming campaign, photographed by Jean-Baptiste Mondino, will feature British actor Jeremy Irons and society figure Pierre Casiraghi, who is third in line to the throne of Monaco. The ads are expected out in May.

The French firm, founded in Paris in 1895 and now piloted by Antoine Arnault, is ramping up its profile and image as it rolls out a network of some 20 new stores, including locations in New York, Paris, Shanghai and Tokyo.

This story first appeared in the April 23, 2013 issue of WWD. Subscribe Today.