Tradition, rigor and constant stylistic research are the elements that best exemplify the timeless style of a brand that has written its own story through minimal and sophisticated collections. Aspesi S.p.A, founded in Legnano by Alberto Aspesi in 1969, was born as a company specializing in the production of shirts then emerged themselves as a brand producing casual clothes, known and appreciated for the use of exclusive and avant-garde fabrics. With unconventional spirit and the "no-logo" philosophy, Aspesi is made for clients in search of timeless garments.
The constant unorthodox and innovative approach dedicated to the products manifests itself in diverse artistic collaborations, starting with the advertising campaigns for Aspesi that has always chosen photographers who are able to capture and interpret the spirit of the brand. Behind the lens of the Spring-Summer 1988 season, remember Peter Lindbergh who chose the young Linda Evangelista for his shoot in Palm Spring, in California. The duo continued for two more campaigns until 1991, in which the model was the very elegant Christy Turlington, then twenty-two, in the romantic Malibu frame.
With the men's Spring-Summer 1988 collection, Aspesi called the famous photographer and friend Robert Frank that produced black-and-white shots for three consecutive campaigns.
The years 1998 to 2006 saw a profitable and long-term collaboration with London's Dirk van Dooren, founder of Tomato Studio. The result was a series of images out of the fashion context with a cheerful, playful and emotional spirit, in addition to the creation of the Kinky Atoms.
The Kinky Atoms are the key expression of the imaginative approach that characterizes the world of Aspesi. Created in the late 90s by Van Dooren, they were used in various ways, on t-shirts, motorcycle helmet, even on toothpaste packaging, with the aim to associate them to a specific category of products or to a unique style. Bizarre, crazy “kinky”.
In 2006, when many fashion brands launched their own fragrance on the market, Alberto Aspesi produced a simpler product in which the Kinky Atoms could be involved. A colorful pack of detergent consequently became the protagonist of a deliberately ironic advertising campaign.
The provocative character of the brand is even more evident in the shot made by Oliviero Toscani who portrays three young boys, university students but also abusive sellers of counterfeit products, while wearing down jackets and waterproof suits along with non-original handbags, recognizable by the general public.
The last campaign saw the important collaboration with Paolo Roversi. His shots are profound, rich in emotional charge, in which there is no need to re-emphasize the presence of the talented models Natalia Vadianova, Stella Tennant, Saskia de Brauw and Guinevere van Seenus, chosen for four different collections from Spring-Summer 2013.
Even today Roversi highlights the Aspesi product with beautiful portraits of the models of the moment.
The love for art remains a key value of the brand, from photographic images to architecture, with Aspesi stores featuring works by contemporary artists. The prestige of the creations by Mario Merz, Jannis Kounellis, Mimmo Paladino, Remo Salvadori, Pier Paolo Calzolari and Giulio Paolini is matched to a unique design: the shops have always been designed with sought-after and niche furnishings, as well as with a range of accessories and clothes from other brands, as to recreate a "small market".
At the beginning of 2017, the company was acquired by the Italian fund Armònia SGR. The founder of the company, Alberto Aspesi, remains the head of creative direction and product, while Fabio Gnocchi, longtime manager and friend of Aspesi, has been chosen as the CEO of the project.