LucaFaloni
Art direction, social and brand system for Italian luxury menswear.
Three briefs, one language
Social content for the feed in 2025, art direction for the collection campaign and its film, and a brand template system in 2026 covering social, email and web.
The linen journey
Art direction for the collection and brand communication. From the Normandy coast and flax fields to combing, spinning and the loom, ending on the finished cloth.
Credit: art direction
One system, every touchpoint
A guidelines board built from the brand's own colour guide and aligned with lucafaloni.com: Cormorant Garamond for display and body, Poppins for eyebrows, captions and links, the red LF wordmark, the monogram and a set of calls to action. Everything below is built from it.
The email modules that every newsletter is assembled from, each drawn in two or three variants: header, hero, featured collections, editorial, services and footer.
Templates that follow the grid
Feed and story templates that follow how the brand already composes its grid: full-bleed photography, the monogram as the only mark, and the copy kept in the caption. Four story layouts carry the narrative: opening, materials, process and product with a link.
Fabric Process and more
A four-slide Fabric Process carousel, a two-frame Spring post, an illustrated post and a Cashmere story. Swipe through them as they ran.
Reels on fabric and place
Three reels on brushed cotton, colour and Normandy, shown in sequence on the feed grid.
The Linen Polo, SS25 Positano
An animated product film for the linen collection that combines walk-cycle animation with painted, halftone and colour-matched textures. Below, the poses and backgrounds it was built from.
Holiday gifting newsletter
Part of the template system: a 600 px email built from the same components. Scroll to read it the way a customer would.
01 / 05 sections
Final retouch
Final image retouch.
