#61 Borsalino’s Brand heritage : Giacomo Santucci, artistic director

Borsalino SS22 campaign

How can the heritage of an iconic brand such as the Borsalino Luxury Hats manufacture be kept alive? After the patrimonialization of the couture collections and the jewels, we are questioning the patrimonialization of the Borsalino hats. What constitutes the heritage of the brand, how to reinterpret it in a contemporary way and transmit the values of the brand. This is the subject of my fascinating discussion with Giacomo Santucci, Borsalino’s creative director, who tells us about the brand’s major collaborations since he took over. He brings us his insight as an executive, having previously held management positions at the head of several major luxury groups in the Italian fashion industry.

June, 16th 2022 | Florence
By Delphine Souquet

Portray of Giacomo Santucci

Who is Giacomo Santucci?

In this episode my guest is Giacomo Santucci, the Creative Director of Borsalino.

Welcome to 2Goodmedia for a special episode recorded Live in Florence with the famous Borsalino Luxury Hats manufacture during the Pitti Uomo 102 men’s fashion fair.

Borsalino’s Collaboration with Valentino

Borsalino’s collaboration with AMI Paris

My interview podcast with Giacomo Santucci in the showroom of Borsalino in Florence

Borsalino collaboration with Vilebrequin

My guest is none other than Borsalino’s Creative Director, Giacomo Santucci, for an exclusive and exciting interview where heritage and transmission are at the heart of the episode. Giacomo Santucci has held senior positions at Dolce & Gabbana (Chief Operating Officer), Gucci Group (President and CEO), Fendi (CEO pro tem representing the LVP joint venture), Prada (President, Prada Asia Pacific & Hong Kong), McKinsey & Co (Senior Director Luxury Retail) and Salvatore Ferragamo (General Manager, Ferragamo International).

This is my first podcast recorded in French at Pitti Uomo for this edition and I have the great pleasure to talk about the fashion industry with Giacomo Santucci, artistic director of Borsalino and who speaks French fluently as you can hear in the podcast link above!

The Borsalino brand’s heritage

Giacomo Santucci tells us about the heritage of Borsalino, a symbol of timeless classic style, founded in Alexandria by Giuseppe Borsalino in the 19th century and which became the most important hat factory in the world.

What is less known about the heritage of Borsalino is the social commitment of its founder, a social entrepreneur of his time, who had a very democratic vision of creativity with the intention of addressing everyone.

The patrimonialization of the Borsalino Luxury hats brand

What is the heritage of a luxury hats brand like Borsalino? A fascinating interview to understand how we maintain the heritage of a brand such as Borsalino. Not in the sense of preserving as in a museum or an archive, but in the sense of bringing the brand’s values to life and reinterpreting them in a contemporary way. If you want to know more about the Borsalino brand, its universe and its collections, visit the instagram Borsalino_world or the Borsalino website.

Our Newsletter Special Pitti Uomo

If you want to know more about Pitti Uomo or if you couldn’t make it to Florence for this edition, don’t forget to subscribe our Pitti Uomo Special Newsletter. I bring you twice a year on a guided tour of the fair with exclusive live recorded interviews with brand owners and creative directors.

A complimentary gift for your loyalty!

As a token of appreciation for your loyalty, 2GoodMedia partners with WhatRocks to offer complimentary crypto for you to donate to your charities of choice from the list of 200+ organizations across the world.

Already a WhatRocks member?
Scan (or click from your mobile) the QR code below to collect your crypto rewards for good.

link WhatRocks

Not a WhatRocks member yet?
Click here to open your free WhatRocks account

2Goodmedia is the first conscious media on the transformation of the creative industries that raises awareness. 2Goodmedia is available on your favourite listening platform and the episodes are transcribed in 3 languages on the website 2goodmedia.com.

If you liked this episode, you will surely like my interview at Pitti Uomo with Aldo Maria Camillo, Artistic Director of Caruso, the great Italian tailoring house, in which we decipher the codes of the Caruso Man’s Playful elegance, a clever mix of tailoring and leisure wear.

You may be interested