During Paris Fashion Week® Online this past summer, the Menswear event for Spring/Summer 2021 collections went online for the first time and each house that showed in the Week was represented in the form of a creative film/video, and the works were widely shared on international media networks.
One menswear brand Smalto Paris showcased its master tailoring through a filmed performance featuring two dancers.
The short film featured the graceful and yet powerful dance movement performed by Senegalese dancer and choreographer Ablaye Diop and French ballet star Germain Louvet (principal dancer at the L'Opera Nationale de Paris), showcasing that Smalto’s smart suits and tailoring are created for ease of movement. You may recognise Louvet as the dancer to walk en pointe in Jean Paul Gaultier’s final couture show in Paris in January this year alongside supermodels Bella and Gigi Hadid.
Realised by Jason Last, filmed against the enchanting backdrop of Paris, under the creative direction and production of Fabrice Davillé and cameraman Sebastien Tran, “blows a wind of youth, peace and universality that accurately reflects the spirit of the house.”
The message is clear. Smalto Paris is the redesigned tradition serving urban modernity that has established a signature style that combines the power of a master tailor’s know-how with a Parisian vision of masculinity, in Smalto's own words.
For Spring-Summer 2021, Smalto Paris has chosen to highlight this heritage brand and its
intuition, defending the importance of the artisanal gesture at the heart of its collection.
Clearly visible on the dancers' jackets, not hindered in any way by their clothing, a few threads still bear witness to the work of the atelier.
Smalto's codes of style is recognisable through a certain shape of shoulder or collar lapel, the extreme attention paid to the choice of fabrics, details and finishes, such as the hand-embroidered Milanese buttonhole to name but a few, have been the brand's signature style since its creation in 1962 by founder Francesco Smalto.
Smalto Paris invites to de-compartmentalize traditional codes of the men's wardrobe in favour of a unique style mixing formal, casual and sportswear for a more personal approach. Wide or tighter fitting trousers, shawl collars or suits, sneakers or moccasins, no more need to choose between comfort and elegance: the SS21 collection heralds a new lease of life for Smalto, an urban brand rooted in its time, which dares to play with its own codes, mixing influences and reinventing its heritage.
Smalto admits that their continuous innovation work, inherent to Smalto's bespoke method, is the result of a team work.
During this special season, the entire atelier came together to build the SS21 collection in record time, more convinced than ever of the accuracy of the brand's message.
"The message of an avant-garde Master Tailor, who puts his technical savoir-faire at the service of a forward-looking vision."
Smalto Paris is located at 44 rue François, 1er, Paris, a stone's throw from Avnue George V.
To view Smalto Paris video premiere, click
HERE.
Dancers: Germain Louvet and Ablaye Diop
Production reaslied by Jason Last
Photographer: Gregoire Avenel
Creative director: Fabrice Davillé
Cameraman: Sebastien Tran
Production: Nalini Cazaux
Hair & make up Laurianne Rousse
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