In a singular move for the storied wool mill, Biella-based Lanificio Fratelli Cerruti is headed to the upcoming edition of Pitti Uomo, running June 11 to 14, to unveil a special project on June 12 aimed at spotlighting its iTravel high-performance fabric.
The mill tapped a range of diverse personalities for the project called “Six for Six. Meet Our Inspiring iTravellers” to underscore the relevance of sartorial dressing in today’s travel-oriented lifestyle. Dubbed Natural Born Elegant iTravellers, each personality — hailing from the arts, digital, fashion and music worlds — was tasked to interpret the brand’s signature resilient superfine wools.
“Different people animated by the same passion, dedication and elegance, become symbols of how to explore modernity with our fabrics. Six personalities each one exemplifying the ideas of connection, politeness, care and courage,” said Paolo Torello-Viera, the recently appointed chief executive officer of Lanificio Fratelli Cerruti.
The project, which was first teased in January also at Pitti, encompasses a partnership with London-based tailor Cad & The Dandy, one of the youngest companies on Savile Row, which crafted bespoke suits to match the personality of the talents.
An installation and event hosted at the Limonaia venue, inside the gardens of Villa Vittoria, will celebrate the initiative. Throughout the day the company will project short docufilms in which each character traces his past, present and ambitions for the future, giving the audience a glimpse on their personal and professional background. The company plans to roll out the footage on its social media channels, as well.
“It’s a special moment for men’s wear and tailoring, which are reinventing themselves so it’s important for us to let our clients know that we are there, eager to listen to the market and embrace the challenges,” explained Simone Ubertino Rosso, the company’s key accounts and communication manager.
The group of six personalities includes Alberto Barbera, the artistic director of the Venice Film Festival, who was photographed in Venice, the city where his professional career took off since he was appointed to the role in 2011; Tommaso Spadaccino, a 16-year-old ballet student at the Teatro Alla Scala dance academy who was portrayed inside the Galleria Vittorio Emanuele II luxury shopping arcade in Milan; Sarah Murray, a freelance fashion stylist and creative director and also a fixture of the men’s wear trade show, where she’s often seen sporting mannish suits and fedora hats; Alex Gariazzo, a Biella-native guitar player, who has opened Italian concerts of the likes of Bruce Springsteen and Deep Purple with his Treves Blues Band; Eric Charles-Donatien, an Indian-French plumassier, an artist and designer employing feathers in his work, and Swedish microinfluencer Emil Levin, a tailoring and fashion enthusiast promoting self-acceptance with a highly engaged following of around 4,000 people on Instagram, who also happens to be a wheelchair user.
The talents will also join Lanificio Cerruti at the event on June 12 to host a couple of live talk sessions inside the room filled with objects and memorabilia from each personality.
“Our goal is to telegraph the genius loci, with every talent embodying a peculiar feature of the wool mill, including the feather artists who, despite appearing very distant from us, has actually expressed a certain sensibility that’s among our core values,” Rosso noted.
The project is part of Torello-Viera’s plans to turn around the company after London-based fund Njord Partners acquired 80 percent of the wool mill last July. The Cerruti family retains a 20 percent stake in the firm, and Nino Cerruti, who previously held the ceo role, has taken on the title of president.