Tod’s unveils its Fall/Winter 2025/26 campaign, Italian Stories in Milan, with Global Brand Ambassador Xiao Zhan at its heart. More than just a showcase of refined menswear, the campaign is a character study—an exploration of what it means to embody elegance, authenticity, and cultural connection in today’s world.
Set against the architectural mastery of Villa Borsani in Milan, the campaign becomes more than a visual presentation; it is a dialogue between Italian heritage and global artistry. Captured through the lens of American photographer Colin Dodgson and the cinematic direction of French filmmaker Hugo Cohen Sprung, the series reveals Xiao Zhan as not only a style icon but also a storyteller. His presence communicates the quiet assurance and spontaneity that mirror Tod’s philosophy: refinement without excess, craftsmanship rooted in authenticity, and modernity balanced with timeless tradition.
The Duality of Style and Self
As an actor and singer, Xiao Zhan is no stranger to transformation. His artistry is built on nuance and expression, qualities that translate seamlessly into his role for Tod’s. Each frame of the campaign feels like a glimpse into his persona—measured, yet effortless. He doesn’t merely wear Tod’s; he lives it. The clean silhouettes, soft volumes, and elevated fabrics echo the fluidity of his own journey, moving between performance and everyday life with ease.
The collection itself reflects this interplay of craft and character. The sleek Di Bag Folio, with its sharp lines and supple materials, mirrors Xiao Zhan’s balance of precision and grace. The Wave Bag, with its arched double layers, speaks to the dualities he often navigates—public figure and private individual, performer and person. Meanwhile, the Pashmy Bomber, crafted from suede as soft and light as pashmina, embodies a quiet luxury, not unlike the understated sincerity that has earned Xiao Zhan his loyal global following.
Footwear, too, plays a symbolic role. Tod’s timeless Gommino loafer and W.G. ankle boots define Italian sophistication, and in Xiao Zhan’s contemporary wardrobe, they actively reinterpret heritage with a modern rhythm. The T-Marathon sneaker, crafted in Italy, nods to versatility—an echo of Xiao Zhan’s adaptability in his craft and his ability to bridge cultures effortlessly.
A Cultural Intersection
What stands out most in the campaign is not the garments themselves, but the way they serve as an extension of Xiao Zhan’s presence. His portrayal underscores Tod’s core identity: style not as ornament, but as a reflection of one’s way of life. In his hands, Tod’s becomes less about fashion and more about an ethos—an appreciation of detail, a respect for tradition, and an embrace of quiet confidence.
As Tod’s ushers in a new chapter of Italian Stories, it does so with Xiao Zhan as both muse and messenger. Together, they present not just a seasonal wardrobe, but a vision of modern elegance defined by authenticity. It is this very blend—Italian heritage reimagined through a global lens—that makes Tod’s Fall/Winter 2025/26 campaign a defining character framed by modern elegance and the intimacy of lived experience.
(Images from The Melium Group)
