As a way of expressing the elegant dynamism of Tod’s new Sella Bag, the Italian luxury goods house has teamed up with contemporary artist, photographer David LaChapelle, to create a dreamlike voyage of discovery, bringing a “pop” sensibility to the traditional world of saddlery.
Diego Della Valle, CEO of the Tod’s Group, says: “The values of quality and craftsmanship have always been part of Tod’s DNA, but we wanted to express them in a completely new and unusual way. That’s why we called on David LaChapelle, an artist whose work I have long admired, to interpret the idea of saddlery with a ‘Pop Touch’.“
The imagery is breathtaking: exquisite quality and handmade craftsmanship is married to LaChapelle’s unique vision in a contemporary “pop” style. For the first time ever, through LaChapelle’s imagery, the workmanship, tradition and heritage associated with leather saddlery have been interpreted in a surreal, colourful and innovative way.
The Sella Bag – which takes its inspiration from a dressage saddle – is the star of the story, becoming an object of desire in a dreamy, brightly coloured surreal landscape.
The project combines backstage moments, theatrical scenery and sketches that leap: LaChapelle creates an atmospheric world overflowing with colour and dreamlike imagery to complement the reality of the beautifully simple Sella Bag.
David LaChapelle’s shoot for the “Pop Touch” project constitutes a completely new editorial approach – it is almost a performance, as the artist considers the process of shooting and the work on set to have as much importance, and to be possessed of as much beauty, as the final pictures.
“This idea came about because looking at the history of the company and its craftsmanship, it just suggested the world of saddlery,” says David LaChapelle. “The joy I get out of my work is all to do with the fun of the collaborative process and the creativity – for this project, the set, and working with all of the talented people who made it happens, that process, that moment of creation – it all equals the beauty of the single finished image.”
Tod’s “Pop Touch” perfectly describes the duality of luxury goods – the almost magical combination of desire with the solid qualities of craftsmanship and manufacturing excellence. It is this duality that lies at the heart of all Tod’s products, and the Sella Bag is no exception. The Sella Bag is fashioned from a strip of fine leather, gently curved like a saddle that follows the beautiful line of the back of a thoroughbred. It displays sinuous and clean lines, as if moulded to an imaginary mount ready to run fast with the most elegant movements. The inspiration from horse riding extends to the metal details, which reference bridles and their joints and brass rings. The bag also features welts and tubular stitches. The result is an accessory that is both beautiful and functional.
Refined, understated luxury, impeccable taste and the highest quality; these are the hallmarks of Tod’s, and all can be found in the new Tod’s Sella Bag.
Taking its inspiration from a dressage saddle, the Sella Bag is fashioned from a strip of fine leather, gently curved like a saddle that follows the beautiful line of the back of a thoroughbred. It displays sinuous and clean lines, as if moulded to an imaginary mount ready to run fast with the most elegant movements.
The inspiration from horse riding extends to the metal details, which reference bridles and their joints and brass rings. There are also welts and tubular stitches. The result is an accessory that is both beautiful and functional. The bag is available in materials such as calf leather, python and crocodile in a variety of colours, including tan, rust, purple and warm yellow; as well as pony skin in zebra- and leopard-print patterns.
By Deputy Editor – Ong Chin Huat