“Soy, Emidio Tucci”
EMIDIO TUCCIFrom classic menswear to contemporary masculinity
Reposition Emidio Tucci as a relevant and desirable menswear brand for a new generation of urban consumers, while preserving the elegance and quality embedded in its heritage.
Rather than redefining the brand entirely, the objective was to evolve its identity by reframing its values through a more contemporary cultural lens.
The project explored a softer and more emotionally aware vision of masculinity one rooted in confidence, self-awareness and authenticity rather than traditional stereotypes.
We developed the concept “SOY” as an expression of identity rather than appearance.
At the centre of the narrative was William Levy, chosen not only for his cultural visibility, but for the contrast between public perception and personal identity. Beyond the image of the classic leading man, the campaign revealed a more human, vulnerable and emotionally grounded perspective.
This duality mirrored the transformation of the brand itself: evolving from a traditional menswear label into a more contemporary expression of masculine elegance.
Through storytelling, fashion and cultural positioning, the project reframed Emidio Tucci as a brand connected to a new understanding of masculinity, more personal, conscious and emotionally resonant.
Spring - Summer - TV
Creative Direction and Art Direction: Natalia Arias A. - Creative Direction and Copywriting: Alfredo Negri - Filmaker: Gus & Lo - Styling: Fermín & Gilles - Muah: Helena Liebanas
Autum - Winter - TV
Creative Direction and Art Direction: Natalia Arias A. - Creative Direction and Copywriting: Alfredo Negri - Filmmaker: Nue Casdevall - DOP: Elias M. Felix - Styling: Fermín & Gilles - Muah: Helena Liebanas
PRINT ADS & LOOKBOOK
Creative Direction and Art Direction: Natalia Arias A. - Creative Direction and Copywriting: Alfredo Negri - Photography: Pablo Zamora - Styling: Fermín & Gilles
MAKING OF
@2026