Serapian design brand
Serapian and Teatro Manzoni: two Milanese icons unite in a visual dialogue fusing style, heritage, and contemporary allure for Serapian’s Fall/Winter 23-24 campaign. Teatro Manzoni is a quintessential landmark of Milanese culture and life, symbolising Serapian’s legacy as a ‘secret gem’ of the city known by the most discerning Milanese circles. The theatre provides a rich backdrop for the campaign, framing handcrafted artisanal creations from Serapian’s latest collections.

Illustrating the Maison’s standing within an elite collective of mid-century Milanese design brands, the Fall/Winter 23-24 visual narrative draws audiences into a private encounter with Teatro’s Manzoni’s Neoclassical marbled halls, glistening atrium, and art-filled foyer. Its ornate décor, detailed carvings and opulent frescoes are contrasted against avant garde design objects, creating a striking visual contrast between heritage and modernity.

Photographed by Alessandro Mannelli, with videography by Vieri Dalla Chiesa, the Serapian woman and man appear as visions of effortless elegance and sophistication. Their quintessentially ‘Milanese’ identity is infused with an international edge, as they inhabit Teatro Manzoni and engage with design objects including the sculptural Mackintosh chair and the Azucena table. Stylist Giulia Malnati curated a tailored, monochrome wardrobe for the shooting, providing the perfect canvas to emphasise Serapian’s sleek silhouettes.

Handcrafted creations from the Maison’s new collection include handbags for women in both classic and exuberant hues of petal and ruthenium, showcasing its signature Mosaico weaving technique created by Stefano Serapian in 1947.  Sleek business and messenger bags for men feature an all-over etched ‘S’ pattern unique to Serapian’s Stepan Collection, with its instantly recognizable coated canvas detailing.

Located in the heart of Milan amidst the exuberance of the city’s fashion, finance and design quarters, Teatro Manzoni plays a symbolic role in the campaign. Much like the Maison, the theatre’s art and design treasures are secret discoveries awaiting visitors inside its doors; treasures coveted by cultural insiders. Designed by architect Alziro Bergonzo and built in 1950, the theatre’s mystique is registered in imposing bronze statues, bas-reliefs and regal frescoes created by artists including Achille Funi and Leone Lodi.

“The union of Serapian and Teatro Manzoni in our Fall/Winter 23-24 campaign represents a symbolic legacy of heritage, artistry, and undiscovered secrets that is unique to the Maison. Serapian’ s latest campaign is an intimate journey into the hidden gems of Milan’s most refined design and heritage spheres that continue to intrigue international audiences,” says Serapian CEO Maxime Bohe.

About Serapian

Serapian is the historical luxury leather goods Maison founded in 1928 in Milan by Stefano Serapian. Thanks to its unique creations, the Maison has established itself as an ambassador of Italian craftsmanship and of Milanese elegance. Serapian entered the Richemont Group in 2017.

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