Summer 2025: Bagno
Our Summer 2025 campaign celebrates the iconic bagno culture: a cornerstone of Italian coastal life. In Italy, bagno refers to a beach club, where families return generation after generation, occupying the same locker or sun chair each season. These vibrant hubs embody a lifestyle steeped in tradition, community, and leisurely rituals.
At the heart of this campaign is Maria Grazia, a 70-something retired MD and true icon of bagno culture. For decades, Maria and her husband have spent their summers at Lido la Sorgente, tanning, swimming, and playing cards with friends. Her unapologetic zest for life shines through her habits: chain-smoking, savoring Nutella by the jar, and wearing heels (yes, even to the beach).
a(nother) love letter to Italy
Captured in Puglia, the campaign portrays Maria in her element: lounging, solving crossword puzzles, passionately gesturing mid-conversation, and embodying the essence of real Italy. This creative project is a love letter to the authentic Italy, far removed from tourist clichés—a celebration of its quirks, traditions, and undeniable charm.
It’s about honoring the characters who make up the soul of a place, the rituals that anchor a season, and the beauty of returning to the same sun-drenched spot year after year. With Maria as our muse, we’ve embraced imperfection, attitude, and authenticity—capturing a summer story that feels both intimate and universal.
