Brand Innovation at Pitti Uomo: Ridley Scott with Barbour

The celebrations of the 125th years at Barbour at Pitti Uomo featured a smart activation: the launch of the Director’s Jacket, made in collaboration with the legendary director Sir Ridley Scott.

The two versions, men’s and women’s, made of the house’s signature oiled cotton, are featured with large pockets to host film scripts. Which is not the only touch point between the brand and Ridley Scott, who actually was born in the same South Shields town where Barbour was faunded in 1894.

Of course he directed a video, showcased at the Barbour booth at Pitti Uomo, wearing the jacket himself, in the beautiful set of Herd Groyne Lighthous, restored by Barbour recently.

Pitti Uomo was also a natural set for the most important part of the celebrations: the launch of the new Icons Re-Engineered collection. In a limited edition range of five jackets fron Barbour archive, each item is a refreshed and contemporary interpretation of the most relevant jacket for each period in Barbour’s history.

About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.