In its new campaign, ‘Italian Diaries’, Tod’s celebrates its heritage artisanal footwear, Gommino. Oliver Hadlee Pearch photographed five talents with artistic legacies spanning music, fashion, film and television: Ella Bleu Travolta, Lennon Gallagher, Stella Banderas, Roberto Rossellini, and Leo Gassmann.
Tod’s Unveils Its New Campaign titled ‘Italian Diaries’
Set against Villa Talamo in Tuscany, this campaign represents a new chapter for the heritage luxury brand, whose imagery previously used fashion models and brand ambassadors to headline seasonal messaging—reinterpreted through a current perspective.
The campaign visuals include black-and-white portraits, colourful still-life images and short videos of each talent. “The energy and life brought on the set with everyone really made the experience an amazing one. For me it’s an honour to be part of the story and building of this collection and brand,’ says Roberto Rossellini.
Tod’s Group artisan traditions, excellence and high quality represent Italy’s finest, authentic, local traditions. The campaign embodies these values and also reflects the joy of living and effortless elegance. “Being a part of this campaign felt like stepping into a legacy that has defined Italian style for so long but at the same time feels cool, relevant and modern,” actress Stella Banderas Griffith posted on Instagram.
Tod’s Unveils Its New Campaign titled ‘Italian Diaries’
Crafted in suede or leather, in Tod’s signature palette and seasonal pastels, the Gommino continues evolving without losing its identity. With its gommini on the sole, it is a symbol of Made in Italy and Tod’s artisanal intelligence. “To me, the Gommino is a perfect representation of Italian design, luxurious and functional. It’s timeless. It’s a privilege to be part of the Tod’s legacy,” says supermodel Lennon Gallagher.
The bespoke service allows customers complete personalisation of the Gommino shoe, right from the colour of the stitching, to laces, toecaps and the placement of the rubber pebbles in the sole. Customers can even have their initials hot stamped! “I truly feel honoured to be part of this timeless and iconic story that will continue to be such a huge part of lifestyle and fashion for years and years to come,” says actress and John Travolta’s daughter, Ella Bleu Travolta.
The luxury brand represents an Italian lifestyle that combines timeless elegance and craftsmanship. A lifestyle inherently linked to good taste, and savoir-vivre. “Italian lifestyle is a word that evokes a way of life known worldwide for its carefree nature and the ability to feel good with the essentials,” adds Italian singer and songwriter Leo Gassman.
Tod’s Unveils Its New Campaign titled ‘Italian Diaries’
Tod’s Brand Heritage
Tod’s story begins in the early 1900s in a small town in the Marche region of central Italy, where Filippo Della Valle opened a cobbler workshop. Here, exquisite leather shoes were meticulously handcrafted. Dorino, Filippo Della Valle’s son, transformed his father’s shoe workshop into a small company with skilled artisans and began producing women’s footwear for Italian companies and designers.
However, the luxury footwear brand began its ascent towards success when the founder’s grandson, Diego Della Valle, took the reins as Chairman. Diego furthered growth and expansion while upholding the brand values such as tradition, craftsmanship, and excellence. How did the brand carve a niche? At Tod’s, leather is cut by hand, treated and thoroughly inspected before being assembled by artisans. In fact, the brand’s best-selling shoes take years to handcraft because certain shades and textures are delicate to treat.
The Tod’s Gommino, was born from Diego Della Valle’s desire to create footwear that could be elegant and versatile. Upon returning from a trip to the United States, Diego was fascinated by a shoe used by drivers he had spotted in a vintage boutique and began working on a first prototype: an ultra-light, flat, and soft loafer, entirely hand-stitched and characterised by 133 small rubber pebbles – the gommini – on the sole.
Tod’s Unveils Its New Campaign titled ‘Italian Diaries’
Once the Gommino became one of the ‘it’ shoes, Tod’s turned its attention to luxury handbags. In 1997, the “D-bag” was the first edition of Tod’s bag, which pays homage to Princess Diana of Wales. The brand became recognised worldwide and took the name Tod’s. Led by Diego and Andrea Della Valle, Tod’s had flagships in Europe, the U.S., China, Japan, Malaysia, Singapore, Hong Kong, Indonesia, and Australia.
Tod’s launched its first clothing collection to consolidate its value and international appeal, in 2005. The luxury brand’s passion, sophisticated materials, and high-quality craftsmanship converged into a Ready-to-Wear line that complements the most iconic shoes and accessories.
In 2023, Tod joined the Aura Blockchain Consortium, announcing the availability of the Digital Product Passport for all models of the personalised iconic Di Bag. Using Aura Blockchain technology and the NFC tag to guarantee its authenticity and traceability, it is possible to learn about the bag’s information and the entire production chain.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
