Project Name: Borgo & Russo 2025 Global Relaunch Campaign

Objective:

The Borgo & Russo 2025 campaign will relaunch the iconic Italian fashion house, originally founded in Milan in 1954, as a leader in elegant, timeless menswear. Known for its impeccable tailoring and refined style, Borgo & Russo will reintroduce its legacy to a new generation of discerning clients while reinforcing its heritage as a staple of Italian sartorial excellence.

This campaign will aim to:

• Revive and elevate Borgo & Russo’s brand heritage and Milanese roots.

• Position Borgo & Russo as a premier luxury menswear brand, celebrated for elegant suits, shirts, and timeless tailoring.

• Build brand desirability among modern professionals, fashion connoisseurs, and global style icons.

• Strengthen cultural cachet through storytelling, heritage visuals, and exclusive product drops.

Audience:

1. Luxury Menswear Buyers & Collectors

Demographics:

• Age: 35–65

• Income: High-net-worth individuals

• Location: Global; key markets in Italy, France, UK, U.S., Middle East, and Asia

Psychographics:

• Appreciate heritage craftsmanship and sartorial excellence

• Seek timeless elegance over fast fashion trends

• Invest in tailored clothing as a statement of refinement and status

2. Style-Conscious Professionals

Demographics:

• Age: 28–50

• Income: Upper-middle to high-income professionals

• Location: Urban luxury markets (Milan, London, New York, Paris, Tokyo, Dubai)

Psychographics:

• Value quality, fit, and brand prestige

• Interested in heritage brands with a strong identity

• Often purchase for both business and leisure occasions

3. Fashion Media & Influencers

Demographics:

• Age: 25–45

• Income: Varies (stylists, editors, influencers, actors)

• Location: Global fashion capitals

Psychographics:

• Trendsetters and tastemakers who amplify brand image

• Value brands that embody authenticity and storytelling

• Likely to feature brands with strong heritage visuals and narratives

Key Messages:

• Legacy Reborn:
  Borgo & Russo returns as a timeless symbol of Milanese tailoring excellence, reintroducing its iconic 1950s aesthetic for the modern gentleman.

• Italian Sartorial Craftsmanship:
  Every suit and shirt is crafted in Italy using heritage techniques, premium fabrics, and flawless tailoring.

• Timeless Elegance:
  Borgo & Russo embodies the refined style of mid-century Italian menswear—sophisticated, understated, and enduring.

• Iconic Revival:
  Celebrating 70 years of heritage, the brand’s relaunch bridges past and present, appealing to both loyal clients and new global audiences.

• Exclusivity & Refinement:
  Limited seasonal collections, made-to-measure services, and elegant ready-to-wear pieces ensure luxury and rarity.

Campaign Channels:

• Brand Film & Heritage Series:
  A cinematic short film showcasing the history of Borgo & Russo, shot in Milan’s iconic streets, ateliers, and cafés.

• Digital Advertising:
  Curated campaigns on Instagram, YouTube, and luxury fashion platforms featuring black-and-white and sepia-toned imagery with a 1950s–60s aesthetic.

• High-End Print & Editorial:
  Full-page features in GQ, Esquire, Monocle, L’Uomo Vogue, and Robb Report. Editorials highlighting Italian craftsmanship and heritage.

• Social Media & Influencer Partnerships:
  Collaborations with style icons, actors, and menswear influencers. A content mix of tailoring videos, behind-the-scenes atelier shots, and heritage storytelling.

• Website & E-Commerce Relaunch:
  A luxury-focused digital experience with heritage timeline, virtual tailoring consultations, and global concierge services.

• Launch Event:
  An exclusive Milan soirée, styled as a 1950s Italian cocktail gathering, featuring live tailoring demonstrations, vintage Vespas, and appearances from prominent figures in menswear and media.

Timeline:

Pre-Launch: July – September 2025

• Teaser campaign highlighting Borgo & Russo’s rich history through archival photography and heritage messaging.

• Press previews and influencer seeding of bespoke pieces and sample looks.

Launch: October 2025

• Global digital launch and flagship Milan event.

• Release of Heritage Collection – Borgo & Russo 1954 Edition.

Post-Launch: November 2025 – February 2026

• Focus on brand storytelling, editorial coverage, and made-to-measure service expansion.

• Drop seasonal capsule collections for key markets.

Budget:

Allocated across digital content creation, print campaigns, PR, events, and influencer collaborations, ensuring premium positioning and international reach.

KPIs:

• 10,000+ new website visits within launch month

• Coverage in at least 8 international luxury and fashion publications

• 5x increase in Instagram engagement and follower growth within 3 months

• Minimum 80% sell-through rate of Heritage Collection within 90 days

• Strong global made-to-measure appointment bookings post-launch

Unique Selling Proposition (USP):

Borgo & Russo represents authentic Milanese tailoring heritage since 1954, offering elegant, timeless menswear crafted in Italy. With limited collections, bespoke services, and an unwavering commitment to refined style, Borgo & Russo stands as the ultimate choice for the modern gentleman seeking true sartorial excellence.