#Tod’s Together: A new initiative celebrating connection, the Italian way
June 23, 2020
Tod’s, the luxury Italian brand renowned for their top-tier leather craftsmanship, has been quietly working on something new. No, it’s not a new bag, nor is it another iteration of their iconic loafer. Over the past few months, Tod’s has been working on a special project titled #Tod’s Together to celebrate the true meaning of human connection.
Launching in the fall of 2020, #Tod’s Together came to fruition during the country’s COVID-19 lockdown. For Tod’s chairman Diego Della Valle, the difficult period gave way to the rediscovery of togetherness, an inherently Italian value not only of importance within his personal life, but within the Tod’s brand.
“We are living in a moment in which it matters to help each other. Doing things together that support and help all those who need it.”– Diego Della Valle, Tod’s chairman
#Tod’s Together will be a 360-degree communication project that encompasses all of the company’s upcoming plans, including their Fall/Winter 2020 campaign.
Fall/Winter 2020 campaign
Tod’s Fall/Winter 2020 campaign will be shot by Alex Majoli, an Italian Magnum photographer best known for his dedication to capturing the human spirit. Through a series of images that will include prominent faces alongside fresh new talent, the campaign will share intimate stories of life that perfectly encapsulate the essence of these trying times. This will be followed by a selection of archival photography to further highlight the concept of togetherness.
Apart from the advertising campaign, the #Tod’s Together project also addresses internal and external initiatives within the company. This includes the Sempre con Voi (Always with You) monetary fund, through which the Della Valle family has donated €5 million to support the families of COVID-19 front-liners.
For more information, visit Tod’s website and look out for the #TodsTogether hashtag on social media.