About The Brand
Since its inception in 1990, the eponymous Orazio Luciano brand has embodied the spirit of Naples and captured the hearts of discerning gentlemen the world over. Those enamoured of the softly tailored garments born out of their Neapolitan sartoria are drawn to the traditional tenets of the brand, but equally to the way in which they lend themselves to the rigours of modern life and are therefore re-shaping the future of tailoring…
In cooperation with German based venture capital and technology company, Oakhurst Ventures - who spearhead Orazio Luciano’s e-commerce project - Arcane revived the written content on the Orazio Luciano website. We developed a concept which explored the essence of Neapolitan culture and how it is transposed in tailoring. It straddled the line between whimsical and factual to deliver a compelling narrative that reflected the beauty of their work while also differentiating from their competitors.
Additionally, Orazio Luciano commissioned Arcane to develop the narrative for their latest seasonal collection. The collection was shot in New York and explored the relationship between art and tailoring, whilst also alluding to the universal efficacy of Neapolitan tailoring. Our piece was a work of fiction that sought to parallel the themes of the photoshoot and capture the reader's imagination.