Marco Laganà presents R.U.G.A.

For his FW16 campaign, Marco Laganà breaks the rules of advertising. The young Milanese shoe designer chooses elderly people with swollen legs and toupees instead of conventional models, making them wear the shoes of his latest collection – not surprisingly titled R.U.G.A (wrinkle, in Italian).

The name doesn’t refer only to the signs of aging on skin, but is also an acronym for 'Rough Unique Grand-parents Art', a tribute to grandparents and their timeless stories.

The images, taken by Adriano Cisani and styled by Ramona Tabita, portray old people in everyday contexts: they play cards, take medicines, immerse their feet in cool water to find some relief.

Among the design of the collection we find two icons of the brand, such as the college moccasins and the double laced sneakers, in addition to two new boot silhouettes.

The textured leather represents old people’s skin, while the velvet, with its porosity and softness, is a tribute to the hushed atmosphere of their homes, as if they were always ready to soak up memories.