This year, we decided to create our Autumn/Winter 2018-19 advertising campaign, and the images for the catalogue, with a shoot set amidst the snow-capped mountains and the intact nature of the forests of the Trentino Alto Adige region, a perfect natural setting in which to illustrate the way in which Boggi Milano’s style has developed. The location that we chose for our menswear narrative was San Luis, hotel and chalets set around a lake, part of a 40-hectare Alpine park in which nature is present in all its magnificence. San Luis privileges the same wealth of materials, with timber, glass and clay used in an elemental style hallmarked by a meticulous attention to detail.
The story told by our catalogue features three friends who studied together at university. On the day of their graduation, they decided that they would meet again exactly ten years later in order to share their lives and successes. After university, they all took separate paths, whether in Italy or abroad, but as soon as they were reunited, they discovered that they still had a lot in common. First and foremost, the fact of being Gentlemen. Secondly, the pleasure of expressing this approach to life through their style of dress and the language of Boggi Milano.
This story, and our catalogue, illustrates Boggi Milano’s new approach to menswear, with lighter colours, technical textiles, soft padding, warm cashmere and super-comfortable jersey. Boggi Milano has embarked on a revolutionary path based on a fusion of two worlds that up until today have been at the opposite ends of the style spectrum: classical and sporty looks. These two elements are brought together in all the garments of the new collection, whether jackets, crew-neck or turtle-neck sweaters, or drawstring trousers. The result can be summarized as Sporty Gentleman, and it represents a style ideal for men who like the idea of expressing their character in everything that they wear.
Our objective was to transpose the fashion industry’s athleisure trend into the language of Boggi Milano. This led to a unique form of expression, not just a new way of dressing, but a completely new lifestyle approach, in which a suit need not necessarily be worn with a shirt and tie, but alteratively with a T-shirt, polo shirt, or crew-neck jumper. One of the accent colours in the collection is Royal Blue, a distinctive and immediately recognizable hue. Other important colours in the collection are grey, camel, cream and bordeaux.
Every collection is different, and every moment is unique. We have studied the constantly-changing universe of the contemporary man and his garments, with his aspiration for cool and sophisticated style, along with the current taste for casual looks. We took inspiration from the spirit of the age, adopting today’s necessities and creating functional, practical products, in coherence with the Boggi Milano style.