New Rinascimento

The new communication campaign by LOOK - made in Italia

After the darkness, the light returns, after the night, there is always day. It is a message of optimism and hope that LOOK-made in Italia wants to launch with the new communication campaign NEWRINASCIMENTO: the title immediately calls to mind the transition between the Middle Ages and the Renaissance, which for our time translates into a rebirth after the Pandemic that struck the world two years ago.

As a new day after centuries of hardship and cultural impoverishment, the Renaissance developed in Italy, particularly in Florence, and then spread throughout Europe. In the same way today we are called to return to life in full awareness and with renewed optimism.

NEW RINASCIMENTO is a way of being. A mindset that guides us to see beauty in all circumstances. We Italians have learned this from the great masters of the past, from Michelangelo to Leonardo, from Titian to Raphael. And so the shots of the new campaign feature free inspiration from iconic works of the Renaissance - such as Michelangelo's Tondo Doni painting in the group image and the little boy sitting down to write, a delicate reference to the one in Raphael's fresco The School of Athens.

In the absolute harmony and coherence of shapes and colors the campaign completes the rebranding process of LOOK-made in Italia started in 2020, enclosing with a single visual the entire product range from LOOKKINO (Kids premium) to LOOK (adult premium) up to MATERIKA (adult high end).

LOOK-made in Italy thus becomes the ambassador of a renaissance beauty, dressing people's faces with authenticity, excellence, value and Italian know-how. The taste of a unique experience in a look, in a caress, in the complicity between children and adults.

Because it is the strong and clean values that guide our steps towards a better future. We find them in the reassuring warmth of the place that is dearest to each of us, our home, our family. Not to remain at the window, but to go over. Together.