Serapian Milano Brand
Serapian’s Secret Banquet: Hand-Crafted Treasures Become Sumptuous Centrepieces In Holiday ‘23 Campaign
Luxferity, 08.11.2023
Serapian’s Secret Banquet
A feast of Serapian’s hand-crafted treasures become intricate centrepieces in the Maison’s Holiday campaign, a visual narrative inspired by a sumptuous still-life Renaissance banquet with a Milanese design twist. Seamlessly marrying historical opulence with a contemporary design edge, the campaign is an intimate invitation inside a Serapian soirée.
Evoking the Maison’s enduring identity as a heritage Milanese icon loved by a discerning circle of ‘insiders’, the latest brand campaign is feast for the senses, capturing the irresistible splendour of the festive season. Artisanal leather handbags, wallets, clutches and business bags from Serapian’s collections are elegantly curated in each scene, interacting with vases of garden-fresh flora, plates of glistening fruit and intriguing design objects.
The campaign draws inspiration from the refined visual language of Italian Renaissance still-life paintings created by artists during the 15th and 16th centuries including Milan’s own Fede Galizia (1578–1630), who is considered a pioneer of the genre in Italy given her intense fascination with painting fruit and flowers. Each luminous composition is framed against a dramatic dark backdrop, casting Serapian’s artisanal creations as art objects in their own right.
Emerging Milanese photographer Alecio Ferrari captures visions of a secret Serapian banquet, artfully fusing rich historical grandeur and contemporary design sensibility in this multisensory visual narrative. Each composition evokes a dialogue between artisanal traditions and refreshing contemporary design perspectives unique to Milan’s creative community.
Light and shadows accentuate the Maison’s elegant silhouettes and intricate textures on handbags, clutches and wallets for women, and business and travel bags for men in a refined palette of black, cream and cuoio (leather). The use of striking directional lighting also emphasises Serapian’s signature Mosaico hand-weaving technique, which becomes a point of visual intrigue in each composition.
“Our Holiday campaign is a layered narrative that illustrates the multisensory experiences of the Maison, casting our hand-woven treasures as unique art objects in themselves. It also evokes Serapian’s legacy as a Milanese design brand intrinsically linked to the worlds of art, heritage and luxury, which serve as eternal sources of creative and conceptual inspiration,” says Serapian CEO Maxime Bohe.
The iconic and timeless creations featured in Serapian’s 2023 Holiday campaign are currently available to discover online and in the Maison’s boutiques; gifts that celebrate the enduring allure of the artisanal spirit.
