Caruso celebrates the art of Italian style

By

Dominique Muret

Published
Jun 22, 2015

A dense crowd floods into Milan’s via Gesù on Saturday night to attend the Versace show. Suddenly, someone in the audience sings the famous aria from La Traviata "Libiamo nei lieti calici”, and is soon accompanied by other singers. Written on their t-shirts: "In menswear do as the Italians do," the slogan of men’s luxury brand Caruso. 

A little further off on via Gesù, Milan’s ”Savile Row", whose ambassador is none other than Umberto Angeloni, Caruso’s owner who has no less than two stores on the street (Caruso and Uman), the same scene is repeated, this time in the hotel lobby of the Four Seasons.

Neither seen nor recognized, the bar pianist begins playing the aria from of La Traviata, the elevator operator suddenly finds his tenor voice, which is accompanied by a maid who has transformed into a sublime Violetta. Goose bumps are felt among the attendees, who explode into hearty applause! 

In Caruso’s store, this time its buffet servers, singing loudly in the midst of spellbound guests. The brand has organized a cocktail party in the middle of Milan’s Men’s Fashion Week, to present its short film "The Good Italian”, starring actor Giancarlo Giannini and celebrating Italian’s naturally refined taste. 

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"The idea is to communicate the founding concept of the brand through film, namely the lifestyle of 'good Italians’, in the words of Ernest Hemingway in his book 'Dangerous Summer'. We want to show off Italian savoir-faire, which can be found everywhere. Not only in the most touristy towns, but also throughout the entire country," said Caruso.

Beyond its own high-end menswear brand, the Italian company also manufactures luxury menswear collections for some of the biggest international brands in the town of Soragna, near Parma, in Emilia Romagna, where the film was shot. 

The story: Two young British cycling tourists are lost in the Italian countryside. They seek help on a mysterious farm, where a courteous gentleman, the Prince of Soragna, welcomes them. In the cellars of the castle farm: good wine, delicious Culatello, the region’s ham par excellence, and especially a flawless wardrobe… by Caruso!