Q&a / How is Tod’s appealing to new younger generations globally? The Italian brand’s Aria d’Italia campaign launched digitally, with a documentary – and a book to be released at Milan Fashion Week

Sep 13 , 2022

Diego Della Valle, chairman of luxury leather goods manufacturer Tod’s. Photo: Tod’s

Diego Della Valle, chairman of leather goods manufacturer Tod’s, aims to celebrate contemporary Italian lifestyle, while embracing the brand’s timeless heritage

Besides spending four years restoring Rome’s iconic Colosseum, Tod’s also invested in its Tod’s Academy projects with Central Saint Martins to support youths

Diego Della Valle, chairman of leather goods manufacturer Tod’s, explains the essence of an authentic Italian luxury lifestyle and why it still appeals to younger generations across the globe.

Tod’s launches its Aria d’Italia campaign. Photo: Sergio Fiorentino

What is the Aria d’Italia campaign?

We want to celebrate contemporary Italian lifestyle and its values. Through a few keywords, such as timeless, craftsmanship, heritage, imagination, passion and joy – which embody the core values of the Italian lifestyle and at the same time reflect the DNA of our brand – the project tells the stories of young cosmopolitans, talents from all backgrounds and cultures who find inspiration in Italy and share its values.

Talent and passion for quality in every aspect of living, from the pleasures of the table to art, from a taste for conviviality to the care of traditions; these values are evident in the personal and professional stories of artists, entrepreneurs and artisans who represent the essence of Italian identity and which Tod’s enhances in all its projects.

Always very close to the new generation, the Aria d’Italia project was launched digitally, with a series of videos on our website and social media channels, like a modern documentary, and will become a book, which we will present in late September during the next Milan Fashion Week.

Name three places in Italy that are close to your heart.

One of the places in Italy to which I am most attached is, of course, the Marche region, where I was born and where my family has always lived, where I built my company and found the most skilled artisans who take care of our product following their natural inclination towards excellent quality.

In general, I am attached to the whole of Italy. The fact that I live in a country rich in culture, art and traditions has helped me not only to have an eye for good taste and high quality, but also to get personally involved in protecting the territory and its inhabitants.

Considering the values of our Aria d’Italia campaign and thinking of concepts such as timelessness, pleasure and joy, I cannot fail to mention Capri, for its joie de vivre and timeless beauty.

Diego Della Valle, president and CEO of Tod’s Group, during the presentation of the hypogeum area of the Colosseum ready to open to the public in Rome, Italy, in June 2021, after three years of restoration works. Photo: EPA-EFE