WOULD YOU COMEFORBREAKFAST?

A story conceived by COMEFORBREAKFAST and shot by Paolo Zerbini.

This is the invitation that Paolo Zerbini made to people close to him, transforming them into actors in his photographic narrative. We asked him to narrate our collection through his own eyes, through a photographic project focused on people engaged in a universal yet infinitely intimate moment like the ritual of breakfast.

“Would you COMEFORBREAKFAST?” This is the invitation that Paolo Zerbini made to people close to him, transforming them into actors in his photographic narrative.
Zerbini is one of the most interesting voices in the international photography scene, having a sensitivity very close to ours. Thanks to the way he sees things, his realism that is never forced, he has managed to establish a strong rapport with his subjects, creating a charismatic and unique visual language.


We asked him to narrate our collection through his own eyes, through a photographic project focused on people engaged in a universal yet infinitely intimate moment like the ritual of breakfast. The pictures portray very personal, everyday scenes in different European cities: the choice of the clothes worn, the time, the food and the place were all free and individual in order to represent the people, their world and their habits.

COMEFORBREAKFAST has always sought to go beyond creating fashion collections, shifting the focus to the thoughts and actions of those who wear them. With this collection we wanted to go further as well, exploring the intimate and emotional side that distinguishes each of us when we choose what to wear, and we want to do so by creating a parallel with breakfast that, besides evoking our brand, is a shared ritual from all the cultures of the world, yet so unique for every single individual.

The result is a diary of personal identity, uniform yet varied, where the authentic participation of people conveys the intensity we were looking for: in these images the protagonists of the pictures are telling us who they are.
The clothes worn by the 25 people portrayed are part of a capsule collection designed specifically for this project: we wanted to reinterpret the most iconic models of our brand through a study of new silhouettes and the reinterpretation of our proportions. The colour palette alternates white and black with flashes of yellow. The oversized trench coat in faux leather, the laser-cut shirts in technical fabric and organza, the tailored wool jacket, the three-dimensionality of the jacquard in the knitwear once again define the fundamental elements of our brand’s men’s and women’s apparel.

“Would you COMEFORBREAKFAST?” is a conversational photographic diary that describes our brand through the eyes of Paolo Zerbini, a fashion that needs to express itself to affirm its proper place in the world.

Viveka
London, 4 February 2018 at 9.35 am. She has breakfast with milk and biscuits before going to bed after an evening out.

Fernando and Morris
San Benedetto Po, 28 December 2017 at 11.30 am. They have a second breakfast mid-morning with doughnuts and beer.

Lidia, Roberto and Francesca
London, 20 January 2018 at 9.45 am. They eat breakfast with banana, pancakes with coconut flakes and agave syrup, latte, sourdough bread with cranberries, Greek yoghurt, oatmeal cookies, grapes and nuts.

Dele
London, 25 January 2018 at 10.30 am. On Saturdays breakfast with a glass of champagne and apple crumble pie.

Simona
San Benedetto Po, 3 January at 9.00 am. Has breakfast with an orange juice and croissant. But never without her cats.

Vittorio

San Benedetto Po, 27 December 2017 at 9.35 am. For about 60 years his breakfast has been dry bread dunked in a latte.

Margherita

San Benedetto Po, 27 December 2017 at 8.35 am. She has breakfast with orange juice, melba toast with jam and tea.

Charlie
London, 27 January 2018 at 1.30 pm. Eats breakfast with fried eggs, beans, bacon and coffee.

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