Tzenkoff

For this particular advertising campaign, photographer Mark Segal was brought on board to create a series of images shot in and around the iconic Bauhaus in Berlin.

Segal further-instilled a subtle, disquieting sense of alienation amid the clean, graphic lines of this foreboding architectural legend, in keeping with the sharp – and decidedly non-frivolous – mood of the collection.

The resulting photographs conveyed the intensity of this bold, new era at Cerruti to awe-inspiring.

This collection marks the debut menswear presentation by Cerruti’s new Creative Director, Nicolas Andreas Taralis.

Cerruti was founded in 1881, in Biella, Italy, and has subsequently evolved into a major international lifestyle brand.

The company’s proud history of innovation, craftsmanship and quality, combined with the discerning and distinctive aesthetic of Taralis – who simultaneously designs an eponymous line, and previously worked alongside both Helmut Lang and Hedi Slimane – now instigates an exciting new era for the Cerruti brand.

The statement for this site-specific installation reads as follows:

Sleek surfaces combine together, within three connected spaces.

Synthetic materials are used consistently, from floor to ceiling, throughout two opposing rooms; black mat lacquer in one, white lacquer in the other.

A hallway which links these contrasting rooms and atmospheres is completely surfaced with mirrors. Relentless light glares down from neon tubes above.

The silence feels loud.

The lighter of the two rooms evokes an airiness and brightness, while a more sober mood emanates from the ominous depths of the black space.

Within these clean, stark surfaces and spaces it is not only possible to discern a breaking point from preconceived notions of the past, but also to garner hints about present frames of mind.

An indication of a new universe becomes increasingly apparent – amid infinite reflections.