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FW24 - Campaign Shoot
When designing our seasonal collections, we typically begin with a core concept or an anchor point that serves as the foundation for our selection of colors and fabrics. As we approach our 10th anniversary, it felt only natural to reflect on where it all began—our deep love for Italian style and fabrics. This, in turn, led us to make the northern Italian city of Biella the cornerstone of our creative process.
Biella and its surrounding areas have long been historically significant in the wool trade. Located in the Piemonte region, which is also renowned for its wine industry—home to the Nebbiolo grape and the famed Barolo and Barbaresco vineyards—a large portion of the local population is involved in either the wool or wine industries. At Cavour, we are passionate about both!
In our FW24 collection, you'll find fabrics from renowned mills such as Loro Piana, Vitale Barberis Canonico, and Tollegno—all of which are based in Biella. So, when it came time to plan our seasonal campaign photoshoot, it was clear we needed to travel to Piemonte. However, with Milan Fashion Week coinciding with our visit, finding a hotel in Biella proved difficult, as most quality accommodations were fully booked. We turned our attention to Pont Saint Martin, a charming town in the Aosta Valley near the Swiss border. This decision allowed us to truly immerse ourselves in the region.
The breathtaking scenery—mountainside vineyards, towering peaks, deep valleys, and a historic wool mill—became the perfect backdrop for our campaign photoshoot.
Biella and its surrounding areas have long been historically significant in the wool trade. Located in the Piemonte region, which is also renowned for its wine industry—home to the Nebbiolo grape and the famed Barolo and Barbaresco vineyards—a large portion of the local population is involved in either the wool or wine industries. At Cavour, we are passionate about both!
In our FW24 collection, you'll find fabrics from renowned mills such as Loro Piana, Vitale Barberis Canonico, and Tollegno—all of which are based in Biella. So, when it came time to plan our seasonal campaign photoshoot, it was clear we needed to travel to Piemonte. However, with Milan Fashion Week coinciding with our visit, finding a hotel in Biella proved difficult, as most quality accommodations were fully booked. We turned our attention to Pont Saint Martin, a charming town in the Aosta Valley near the Swiss border. This decision allowed us to truly immerse ourselves in the region.
The breathtaking scenery—mountainside vineyards, towering peaks, deep valleys, and a historic wool mill—became the perfect backdrop for our campaign photoshoot.
Since it was our first time visiting Pont Saint Martin, exploring the surroundings felt like a natural choice. We soon discovered that this area is home to one of Italy's most prominent fortresses: Fort Bard. Perched atop a peak at the narrowest point of the Aosta Valley, Fort Bard once served as a crucial defense against French forces. In fact, history tells us that this fort famously held off Napoleon's army from invading Italy from the north.
Inspired by its resilience, we chose Fort Bard as the backdrop for one of the standout pieces in our collection: the Herringbone Polo Coat. Just as the fortress withstood the threat of invasion, this coat is designed to stand strong against the imminent arrival of winter's chill.
Inspired by its resilience, we chose Fort Bard as the backdrop for one of the standout pieces in our collection: the Herringbone Polo Coat. Just as the fortress withstood the threat of invasion, this coat is designed to stand strong against the imminent arrival of winter's chill.
As we made our way from the Aosta Valley toward Biella, we cruised through the heart of wine country. The sight of rolling vineyards and ripe grapes brought to mind the cold Scandinavian winters—those cherished moments of lighting a fire, sinking into a comfortable chair, and savoring a glass of full-bodied red wine. Amidst the timeless beauty of old vines and sun-drenched hills, we discovered the ideal setting for showcasing our cozy cashmere knitwear and the lush Cashmere Car Coat—each piece embodying the warmth and comfort of those intimate, winter moments.
The city of Biella is a blend of old and new, with its historic old town perched atop a hill and the more modern part of the city below. These two areas are linked by a charming funicular, transporting visitors from the plains to the heart of the old town piazza. In Biella, we shot our checkered jackets, with their color palette inspired by the earthy browns and sandy tones of the city, the autumnal hues of the surrounding landscape, and the crisp, clear blue skies.
We began our shoot at the neo-Gothic Cathedral of Santo Stefano, with its towering columns and the cobblestone charm of Piazza Duomo. From there, we ascended the Funicolare, passing the headquarters of our friends at Lanificio Rogna, and arrived at Piazza Cisterna in the old town. The narrow, bustling streets provided a stunning backdrop, perfectly complementing the timeless elegance of our jackets.
We began our shoot at the neo-Gothic Cathedral of Santo Stefano, with its towering columns and the cobblestone charm of Piazza Duomo. From there, we ascended the Funicolare, passing the headquarters of our friends at Lanificio Rogna, and arrived at Piazza Cisterna in the old town. The narrow, bustling streets provided a stunning backdrop, perfectly complementing the timeless elegance of our jackets.
A short drive from central Biella, up into the Valdilana region, brings us to the Vitale Barberis Canonico (VBC) facility. Nestled alongside a river, the Barberis Canonico family has been crafting luxury woolen cloth here since 1663, making it the oldest woolen mill in the world. We’ve worked with VBC from the very beginning, and they graciously invited us for a tour of their mill, allowing us to freely use the facility for our photoshoot.
As a leader in the wool industry, VBC takes its responsibility toward sustainability seriously. A prime example of this is their meticulous water treatment process. The water used in production is rigorously filtered and purified, and before being returned to the river, it flows through a small pond where vibrant Koi fish thrive—an elegant testament to their commitment to the environment.
Inside the mill, we had the rare opportunity to witness firsthand the meticulous craftsmanship behind luxury wool production. We also explored their extensive archive, a treasure trove of history and inspiration for their innovative future developments.
As a leader in the wool industry, VBC takes its responsibility toward sustainability seriously. A prime example of this is their meticulous water treatment process. The water used in production is rigorously filtered and purified, and before being returned to the river, it flows through a small pond where vibrant Koi fish thrive—an elegant testament to their commitment to the environment.
Inside the mill, we had the rare opportunity to witness firsthand the meticulous craftsmanship behind luxury wool production. We also explored their extensive archive, a treasure trove of history and inspiration for their innovative future developments.
Venturing further into Valdilana, we pass through the breathtaking Oasi Zegna, a nature preserve where the Zegna family has devoted significant efforts to reforestation and preserving the area's natural and historical beauty. This magnificent region, characterized by winding roads, towering mountains, and panoramic views, offers a serene escape into nature.
At an elevation of 1,500 meters above sea level, overlooking both Biella and the sweeping plains of Piemonte, we discovered the ideal location to shoot a video for our campaign. With the dramatic peaks of the Biellese Alps as our backdrop, the setting perfectly captured the rugged beauty and timeless elegance we strive to embody.
At an elevation of 1,500 meters above sea level, overlooking both Biella and the sweeping plains of Piemonte, we discovered the ideal location to shoot a video for our campaign. With the dramatic peaks of the Biellese Alps as our backdrop, the setting perfectly captured the rugged beauty and timeless elegance we strive to embody.
