For the presentation of the new collection, Santoni organized an event. This was conceived and curated by Flaccavento / Pippolini, was announced by an advertising campaign that ironically reflects the vanity of the models that invade Milan for the fashion week: the Bellissimi, precisely.
For Santoni, however, the Bellissimi are not demi-gods, but normal people. Guests found them sitting at the tables of the bar, like average customers, dressed in their own Sunday’s best and Santoni shoes. The message: true beauty is not ephemeral; it must be discovered and appreciated, taking the time to do so. Like the Santoni shoes, timeless classics whose beauty goes beyond appearance, because it is truly appreciated only during the use.