Giacomo Santucci, the creative director leading the revival of the iconic brand Borsalino, has an ambitious vision for its future. With a rich heritage spanning over 163 years, Borsalino has long been associated with elegance and style. However, recent years have brought challenges for the brand.

Under Santucci’s leadership, Borsalino is on the path to success once again. Drawing on his extensive experience in the luxury fashion industry, including roles at Dolce & Gabbana, Gucci, and Prada, Santucci is determined to strengthen the brand’s position as an icon of elegance and style.

To accomplish this, Santucci aims to create a dialogue between Borsalino’s past and the present. Inspired by the early life of founder Giuseppe Borsalino and the innovations of the Belle Epoque era, new collections have been introduced that reflect the stylistic elements of the late 19th century. These collections pay homage to the brand’s heritage while embracing modern beauty and diverse styles.

Central to the DNA of Borsalino is its craftsmanship and attention to detail. Each hat is handcrafted in Italy’s Piedmont province town of Alessandria, using traditional techniques passed down through generations. Every hat is a work of art that can take weeks or even months to complete.

While staying rooted in its heritage, Borsalino is also embracing innovation and sustainability. The brand is incorporating new materials and textures that align with its commitment to social responsibility. Santucci believes that being classic does not equate to being old-fashioned, but rather staying true to the essence of the brand while adapting to the needs and values of the modern consumer.

The COVID-19 pandemic has presented its own set of challenges, but Santucci sees it as an opportunity for growth and adaptation. Borsalino has embraced digitalization by launching a new website to enhance the customer experience. Additionally, a virtual showroom has been implemented for wholesale clients, offering a global audience connection. In Borsalino boutiques, the focus is on creating “phygital” spaces that combine personalized service with expertise.

Looking forward, Borsalino has plans for expansion both in established and new markets. Aside from strengthening their presence in the US and Europe, the brand aims to enter the Chinese market. They are refining their collections to meet the needs of wholesale clients and exploring partnerships and collaborations to enhance their offerings.

As the new president of the Camera Buyer Italia, Santucci is committed to making a positive impact on the fashion industry as a whole. He aims to support the entire eco-fashion system and reimagine the business model in a more holistic and collaborative way. By addressing the challenges imposed by the post-COVID-19 landscape and reevaluating the role of wholesale distribution, Santucci hopes to contribute to the industry’s recovery and future success.

In conclusion, Giacomo Santucci’s vision for Borsalino is about honoring the brand’s heritage while embracing the opportunities of the modern era. By combining timeless elegance with innovative designs and a commitment to sustainability, he is reimagining this iconic brand for the 21st century. With Santucci’s experience and strategic approach, it is clear that Borsalino is in good hands and poised to thrive in the years to come.

Useful links:
Borsalino Official Website
Giacomo Santucci Interview on Vogue