Italian luxury brand Tod's has hired British photographer Tim Walker to celebrate their brand's core values of craftsmanship and know-how.
The campaign, titled "The Art of Craftsmanship", features a series of photos and videos showing how iconic Tod's products are born. Tim Walker, with his characteristic sense of humor, played with the objects and tools that are used at every stage of the Italian brand's shoe and bag creation process to pay homage to the hands that create these magnificent pieces.
“In our increasingly digital world, where so much is machine-made on an industrial scale, the value of craftsmanship is greatly increased. The people I met at the company and their experiences were a real source of inspiration for me,” said the photographer.
For Tod's Group CEO Diego Della Valle, this campaign was another opportunity to speak to the younger generation. “Italian lifestyle and exceptional craftsmanship are Tod's core values, and Tim Walker's interpretation of them allows us to pass these values on to the younger generation by speaking their language,” he said.
The final result of the photographer's work could be seen from April 20 to 22 in the form of an exhibition at the Cavallerizze Leonardo da Vinci National Museum of Science and Technology during Milan Design Week 2023.