MILAN — Tod’s continues to support the creativity of young talent with its Re-Generation project.
With a focus on sustainability, Tod’s Academy selected 20 young students from Istituto Marangoni in Milan and Florence to interpret the brand codes on a range of different new products.
This is the second such project for Tod’s Academy, following the Legacy chapter in collaboration with Central Saint Martins University of Arts in London last year.
Students come not only from Italy but also from other countries, from Taiwan and India to China, Azerbaijan, Iran and Brazil.
Carlo Alberto Beretta, Tod’s brand general manager, said the aim of the Re-Generation project was to “stimulate young creative people from all over the world who come to Italy to study and create products with a strong focus on sustainability, a subject that is increasingly more central to all the initiatives that Tod’s has been carrying out for some time.These students, in collaboration with our craftsmen, express the best of themselves using the techniques and know-how artisans.
Beretta also sees this project as a way to help students enter the job market. “They are an inexhaustible source of ideas and innovation,” he added.
The students, who were looking to find environmentally friendly materials, were mentored throughout the project, with the possibility of approaching the world of design and production through an experience at the company’s headquarters and to see the craftsmen at work. Mentors ranged from Laura Brown, Editor-in-Chief of InStyle USA, to Gianluca Longo, Editor-in-Chief of British Vogue and Style Director of The World of Interiors, and Simone Marchetti, Editor-in-Chief of Vanity Fair Italia and European Editorial Director of Vanity Fair, among others.
Stefania Valenti, Managing Director of Istituto Marangoni, said the project “gave the students such a level of awareness and a truly immersive knowledge of product development. In particular, the experience at the Tod’s Group headquarters in Marche gave them a unique opportunity to deal with the craftsmen who are the custodians of the brand’s heritage and from which any possible evolution begins.Thanks to this exchange, our students were able to finalize their creative proposals, be offered a vision of a concrete project and, potentially, a production.
The Tod’s Academy, based at the brand’s headquarters in the Marche region, was conceived with the aim of protecting and extending Italian craftsmanship from generation to generation, combined with the creativity of young designers.
The products will be unveiled Friday on Tod’s digital channels and an experience at Tod’s headquarters will be offered to some of the most talented students.