TOD’S brings a fresh wave of luxury with The Domino Effect campaign, blending timeless Italian craftsmanship with the bold energy of Gen Z. Discover the new Domino Bag, the perfect blend of style and sophistication for the modern consumer.
As the menswear editor of StyleLujo.com, I’m constantly watching how legacy houses evolve to meet the style codes of a new generation. This spring, the spotlight is on TOD’S, the iconic Italian luxury label known for its rich heritage of craftsmanship and quiet elegance. In a moment of evolution that feels both authentic and revolutionary, the brand is turning heads — and capturing Gen Z attention — with the launch of “The Domino Effect”, a campaign that blends generational storytelling with a digital-age sensibility.
Founded in the late 1970s by Diego Della Valle, TOD’S built its legacy on craftsmanship, particularly its famed Gommino driving loafers and artisanal leather goods — hallmarks of understated luxury. But as fashion leans into storytelling and emotional connection, TOD’S is making a strategic pivot. At the heart of this transformation is The Domino Bag, a newly launched handbag silhouette that serves as the centerpiece of the campaign and symbolizes a generational chain reaction: elegance handed down, reinvented, and amplified.
A Timeline of Elegance: From Classic Roots to Modern Cool
- 1970s–1990s: TOD’S emerges as a global standard-bearer of refined Italian style, specializing in handcrafted leather goods and the Gommino loafer, beloved by fashion elites and tastemakers.
- 2000s–2010s: The brand cements its reputation for timeless sophistication and expands globally, aligning with luxury consumers who prioritize quality and tradition.
- 2020–Present: With Gen Z commanding the cultural conversation, TOD’S begins to subtly reshape its identity — retaining its artisanal ethos while amplifying its relevance through influencer campaigns and bold, youthful styling.
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Tod’s redefines luxury with its latest campaign, The Domino Effect, which brings Italian craftsmanship into the contemporary spotlight. This dynamic campaign showcases the fusion of tradition and modernity, reflecting Tod’s deep-rooted legacy in Italian craftsmanship, while embracing the bold, unapologetic spirit of Gen Z. The campaign is built around the iconic Domino Bag, which marries Tod’s timeless design with fresh energy, perfect for the next generation of luxury consumers.
Captured by renowned photographer Oliver Hadlee Pearch at the beautiful Villa Talamo in Tuscany, the campaign highlights a diverse group of young talents who represent the fusion of heritage and modernity. Actress and singer Ella Bleu Travolta, musician Lennon Gallagher, writer and director Stella Banderas, model and artist Roberto Rossellini, and singer and actor Leo Gassmann all play pivotal roles in bringing this campaign to life. Each talent is celebrated not only for their artistic legacies but also for embodying the unique, contemporary energy that Tod’s is now tapping into with this campaign.
Through a mix of black-and-white portraits and colorful still-life images, The Domino Effect encapsulates the essence of Italian lifestyle, with a focus on elegance, individuality, and youthful exuberance. The campaign not only honors Tod’s artisanal roots but also demonstrates the evolution of the brand to meet the desires of today’s fashion-forward generation.
Gen Z in the Spotlight: A Campaign Built for Now
“The Domino Effect” isn’t just a campaign — it’s a generational narrative told through fashion. TOD’S tapped top model Vittoria Ceretti, the face of Italian cool, to front the campaign. She represents the modern woman: strong, expressive, and entirely her own. Alongside her, emerging creative talents and influencers with bold voices embody the ethos of the Gen Z mindset — one that values authenticity, sustainability, and a touch of rebellion within the rules of elegance.
Photographed in cinematic black and white, the campaign imagery evokes a sense of timeless modernity. It’s evocative of heritage, but presented through a contemporary lens that appeals to a younger audience. The Domino Bag, in this context, becomes more than an accessory — it’s a symbol of passing down taste, style, and self-expression from one generation to the next.
This campaign reflects a broader movement within fashion: the redefinition of luxury by a new generation. For Gen Z, luxury isn’t just about logo—it’s about legacy, individuality, and emotional connection. And TOD’S has answered the call with a collection and campaign that bridges the gap between old-world craftsmanship and modern-day storytelling.
As a fashion editor, I find “The Domino Effect” to be a masterclass in balancing heritage with innovation. It reminds us that the best fashion isn’t just worn — it’s passed on, reimagined, and worn again with new meaning. Just like the mothers we celebrate this season — and just like the women carrying TOD’S into the future.
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