Serapian’s Milanese Heritage and Contemporary Allure Took The Centre Stage in Fall/Winter 23-24 Campaign at Iconic Teatro Manzoni

Serapian and Teatro Manzoni: two Milanese icons united in a visual dialogue fusing style, heritage, and contemporary allure for Serapian’s Fall/Winter 23-24 campaign.
Photo: Courtesy of Serapian

Teatro Manzoni is a quintessential landmark of Milanese culture and life, symbolising Serapian’s legacy as a ‘secret gem’ of the city known by the most discerning Milanese circles. The theatre provides a rich backdrop for the campaign, framing handcrafted artisanal creations from Serapian’s latest collections.

Illustrating the Maison’s standing within an elite collective of mid-century Milanese design brands, the Fall/Winter 23-24 visual narrative draws audiences into a private encounter with Teatro’s Manzoni’s Neoclassical marbled halls, glistening atrium, and art-filled foyer. Its ornate décor, detailed carvings and opulent frescoes are contrasted against avant garde design objects, creating a striking visual contrast between heritage and modernity.

Photos: Courtesy of Serapian
Photos: Courtesy of Serapian

Photographed by Alessandro Mannelli, with videography by Vieri Dalla Chiesa, the Serapian woman and man appear as visions of effortless elegance and sophistication. Their quintessentially ‘Milanese’ identity is infused with an international edge, as they inhabit Teatro Manzoni and engage with design objects including the sculptural Mackintosh chair and the Azucena table. Stylist Giulia Malnati curated a tailored, monochrome wardrobe for the shooting, providing the perfect canvas to emphasise Serapian’s sleek silhouettes.

Handcrafted creations from the Maison’s new collection include handbags for women in both classic and exuberant hues of petal and ruthenium, showcasing its signature Mosaico weaving technique created by Stefano Serapian in 1947.  Sleek business and messenger bags for men feature an all-over etched ‘S’ pattern unique to Serapian’s Stepan Collection, with its instantly recognizable coated canvas detailing.

Photos: Courtesy of Serapian

Located in the heart of Milan amidst the exuberance of the city’s fashion, finance and design quarters, Teatro Manzoni plays a symbolic role in the campaign. Much like the Maison, the theatre’s art and design treasures are secret discoveries awaiting visitors inside its doors; treasures coveted by cultural insiders. Designed by architect Alziro Bergonzo and built in 1950, the theatre's mystique is registered in imposing bronze statues, bas-reliefs and regal frescoes created by artists including Achille Funi and Leone Lodi.

“The union of Serapian and Teatro Manzoni in our Fall/Winter 23-24 campaign represents a symbolic legacy of heritage, artistry, and undiscovered secrets that is unique to the Maison. Serapian’ s latest campaign is an intimate journey into the hidden gems of Milan’s most refined design and heritage spheres that continue to intrigue international audiences,” says Serapian CEO Maxime Bohe.