Caruso is turning its attention to the film business.
On Saturday, the Italian luxury brand will launch a short movie with a flash-mob event in Via Gesù, where the company’s store is located. This follows the film’s online unveiling Thursday.
This story first appeared in the June 17, 2015 issue of WWD. Subscribe Today.
The five-minute movie is titled “The Good Italian” and is meant to promote the Italian lifestyle, which is Caruso’s inspiring concept.
Umberto Angeloni, chairman, chief executive officer and majority shareholder of Raffaele Caruso SpA, said the video defines the brand’s target customer and that it isn’t a “commercial masked as an art-house film.” “‘The Good Italian’ is inspired by a quote in Ernest Hemingway’s nonfiction book ‘The Dangerous Summer’: If you want to travel gaily, travel with good Italians.”
This lifestyle and the overall beauty of Italy — not only its staple tourist destinations — seeps through in the film, said Angeloni, who focused the movie on Soragna, where Caruso is based. Filmed in the small town’s castle, Giancarlo Giannini, known for his role in “Swept Away” by Lina Wertmüller and more recently French agent René Mathis in the James Bond films “Casino Royale” and “Quantum of Solace,” stars as the fictional Prince of Soragna.
The viewer is led through a fantastic tale about two English tourists on bike, who happen upon a small tumbledown farmhouse. The interiors reveal Baroque frescos and the dining room of the Prince Meli Lupi of Soragna. Giannini as the welcoming prince invites the couple to sit at his table and enjoy wine from top Italian cellars. And just as the farmhouse reveals the glories of Italy, so does the male guest, who arrives dressed in a nondescript cycling jacket and knickerbockers but changes into a tailored blue Caruso suit, keeping with the other Caruso looks in the film and displaying the style of Made in Italy.