Sergio Rossi had thrived in the early days of designer footwear under the direction of its eponymous owner. As he left the business and Francesco Russo took the creative helm, the challenge was to create a new Sergio Rossi brand perception, relevant to a more directional design signature and desirable amongst a younger, more fashion-forward consumer.

Italian provenance was our way to distinguish the brand within a sparkling field of global glamour. By crafting a deeply sensual story of aspirational, quasi-mythical Italian womanhood - refreshed through the lens of contemporary attitudes, codes and tastes - the platform of Dangerous Seduction was born.

Way more than a comms concept, Dangerous Seduction was a powerful platform to galvanise an entire business: from product to retail; from manufacture to distribution; from merchandising to brand asset creation; from internal HR to external communications.