A volcanologist, a fisherman, a carpenter who builds seats with logs returned from the ocean, two friends who are passionate about underwater sports: those chosen by
Fay Archive
are not testimonials, but 'testers'
to underline, in
a campaign shot entirely in Iceland
, the brand's original work and outdoor attitude.
A project, that of the Tod's home brand, born in 2020 and conceived by Michele Lupi and the creative director Alessandro Squarzi. "Fay Archive - says Lupi - is a side project by Fay born two years ago to highlight the origins of the brand, which was one of the first experiments in urban workwear". So
Squarzi started from the roots of the brand - which made the uniforms of American firefighters
- to develop jackets designed to withstand rain, cold, wind and, above all, the wear and tear of time. And so, instead of the usual campaign, Fay Archive
preferred as working models who have to deal daily with the elements of nature.
The past chapters were shot in Russia, on the island of Gotland (in the Baltic Sea) and in Lanzarote and entrusted to National Geographic photographer Davide Monteleone. The new stage of this project was instead entrusted to James Mollison, a photographer of English origin, born in Kenya and now based in Venice, who flew to Iceland with 4-hook jackets and flannel shirts.
Heidar and Elli wore them, having their 'office' in the depths between the Eurasian and North American plates; volcanologist Will; Daniel, who retrieves the logs from the beach which he then works and models; Erik, fly fishing expert, who loves being alone on the river listening to the sound of the water.
"We have seen that Iceland this summer was the most popular destination after Greece - explains Lupi - and furthermore, after the lockdown, outdoor clothing is becoming stronger and stronger".
For now, Archive represents 13% of Fay's business, but its role - explains the brand manager Sergio Azzolari - is also to drive and reach younger consumers, who "adore the authenticity of the project".
A project that - says Lupi, former director of several magazines who landed at Tod's in 2018 - "is very close to me: I think that the experience of journalistic narration will develop more and more in fashion brands".