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UNVEILING AU DEPART: A WORLD | All | Antonia

UNVEILING AU DEPART: A WORLD

Au Départ, the heritage luxury leathergoods brand and trunk founded in 1834, introduces “Au Départ: A World”, a reportage-like campaign shot by Giampaolo Sgura and directed by artistic director Andrea Incontri. "It was extraordinary for the brand to entrust two creatives of the caliber of Giampaolo and Andrea to the creation of Au Départ: A World. They immediately understood its DNA, spontaneously creating a romantic and timeless reportage that collects in a poetic and mysterious way the simple but luxurious craftsmanship of the brand, narrating the beginning of an aspirational journey," says Gianfranco Maccarrone, Au Départ Ceo. Shot on the sun-kissed Mediterranean coast, the moody black and white photos capture a joyous, carefree gaggle of young men and women as they bask in the warm sun, perched on rocky shorelines or roaming in golden fields. Happy, laid-back and peaceful, the only thing they carry is an Au Départ bag, from the exclusive Carreau clutch to the mini trunk to the signature tote. The imagery oozes a strong, contemporary spirit inspired by classic French writers and by the Nouvelle Vague film movement, pioneered by the radical clout of Jean-Luc Godard. The idea was to tell aspirational life stories, special and secret ones made of wonderful fragments of life. “Where the
acerbic faces and some more marked by time tell in the same way the depth of the human soul. Au Départ is like that. Timeless because emotions are just that. A first chapter of an evolving story," says Andrea Incontri. Photographer Giampaolo Sgura describes his approach as poetic. “ We wanted to talk about smiles and remember those moments that mark the path in our lives: the hikes with the family, the dives to the sea, the funny gestures of grandparents, the first kiss and even the first jealousy, the real life, “ he explains. Founded in 1834 at the crack of the Industrial Revolution, Au Départ is one of four original Parisian luxury trunk makers that included Louis Vuitton. Its success quickly thrived, driven by the house’s ability to address the travel needs of the Gilded Ages’ changing society. And now, thanks to the backing of a group of Asian private investors, Au Départ is ready to return to its glory days by targeting today’s luxury client who moves rather than travels.

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