Tod’s celebrates the tradition of craftsmanship and Italian know-how with The Art of Craftsmanship, a project in collaboration with internationally renowned photographer Tim Walker.
Handmade and the excellence of Made in Italy have always been the founding values of the Tod’s universe, where quality and attention to detail are the expression of the great knowledge of the craftsmen.
From the encounter between the creativity of Tim Walker and the artisan tradition of Tod’s, a story is born, made up of images and videos, which traces the phases of creation of the brand’s icons in an ironic and surreal way, from the Di Bag to the Gommino. With a contemporary language, the artist plays on the double register of the objects created and the tools that accompany and represent the most important artisan steps: the cutting of the leather, the stitching, the brushing.
In The Art of Craftsmanship, each image tells a story of quality and tradition, reminding us that behind each product there are the tools that make it and that behind each of these there are the hands and the knowledge of those who use them.
“The Italian lifestyle and the great quality craftsmanship are fundamental values for Tod’s and having Tim Walker tell them allows us to transmit these values also to the world of young people by speaking their language”, says Diego Della Valle.
“In our increasingly digital world, where most of the objects around us are made on an industrial scale by machines, craftsmanship becomes a more precious asset every day. The people I met in the company and their experience were the real source of inspiration,” says Tim Walker.
Each of these images echoes a message of art and beauty, wisdom and work well done, symbols of those authentic values that today even the youngest are rediscovering and for which Tod’s is the spokesperson.
The project will be articulated on various “on and off line” channels and will debut with an installation exhibition during the Milan Design Week 2023 at the Cavallerizze of the Leonardo Da Vinci National Museum of Science and Technology, on 19 April. The exhibition will then be open to the public until Saturday 22nd and will subsequently become itinerant, traveling the world throughout the year.
Credits:
Project Photographs Tim Walker
Video project Emma Dalzell Khan
Photographs and backstage video Tony Ivanov
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