Louis Philippe, the premium menswear label from Aditya Birla Lifestyle Brands, has skipped the celebrity playbook for its latest digital campaign, betting instead on authenticity and cultural credibility. The brand’s new linen campaign features Enrico Signorelli, an Italian entrepreneur based in Bandra and founder of MAMI Bombay, a dessert venture built around his mother’s traditional tiramisu recipe.
Link: https://www.instagram.com/reel/DZ41OxltNTa/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Rather than a paid celebrity face, the collaboration leans on a shared philosophy – craftsmanship, product integrity and authenticity – that Louis Philippe says mirrors its own linen collection. Signorelli, originally from Bergamo, moved to Mumbai to build MAMI Bombay around one uncompromised product. A detail that deepened the story: the Albini Group mill weaving Louis Philippe’s linen sits just ten minutes from where Signorelli grew up in northern Italy.
Conceptualised by Schbang and executed by Snooze Co., the campaign styles Signorelli in a relaxed Italian aesthetic, including a reel where he dusts the Louis Philippe Upper Crest onto tiramisu using a cocoa stencil – merging fashion and culinary craft in one visual.
Deepika Sabharal Tewari, Marketing Head at Louis Philippe, said the brand looked for someone whose reputation was built the same way its product was – on sourcing the best and committing to it. Schbang’s Harshil Karia added that the brief wasn’t to find an influencer but “the right person,” noting Signorelli’s proximity to the Albini mill was a truth the team recognised, not manufactured.
The campaign is live across Louis Philippe’s digital platforms.
