For the brand, it is all about the great knowledge and skills of their creative artisans who put in the time and effort to produce the finest items that meet their customers’ needs. In a collaboration that celebrates this tradition of excellence, Tod’s partnered with the imaginative photographer, Tim Walker, to create a collection of surreal images and videos that take a lighthearted look at the phases of product creation – from the Di Bag to the Gommino. Using contemporary language, the artist plays with the proportions of the objects and the tools that represent the essential craftsmanship steps: cutting, stitching, and brushing.
The Art of Craftsmanship is a visual story that showcases the authentic Italian lifestyle, emphasizing the values of quality and tradition. It highlights the importance of the tools and the hands that use them, reminding us that behind every product is the expertise of the artisans who make them. Diego Della Valle, the President, and CEO of Tod’s Group, states that having Tim Walker interpret the brand’s core values will help convey them to younger generations, speaking their language. In an era where so much is mass-produced by machines, the value of craftsmanship is increasingly valuable, and it is these people’s experience that inspired the artist.
Each image in the collection carries a message of art and beauty, knowledge, and hard work – symbols of the authentic values that Tod’s is known for. The project was launched during Milan Design Week 2023, with an exhibition at the Cavallerizze of the Museo Nazionale della Scienza e della Tecnologia Leonardo Da Vinci from April 19th to the 22nd and will travel worldwide throughout the year.