Berluti Brings Its Best Selling Shadow Sneaker Back With a New Campaign

Berluti’s Shadow sneaker is back in the spotlight. The maison is using a new campaign by creative director Beda Achermann. It seeks to frame its top selling mesh shoe as the purest expression of its sneaker meets shoemaker philosophy.

Shadow as Berluti’s Modern Icon

Launched in 2019, the Shadow has quietly become Berluti’s best selling model. It has been adopted by clients who want classic house craftsmanship in a shoe that moves like a contemporary sneaker. The brand describes this latest version as more agile and as expressive as ever. In addition, it is positioned as a constant companion that follows its wearer through every part of the day. It is offered as a companion, not just a seasonal novelty.

Craft and Comfort in One

The new Shadow leans into that balance of innovation, comfort, and savoir faire bottier: it’s a low cut, slip on sneaker with decorative lacing. It features a technical knit upper and calf leather detailing, sitting on a lightweight rubber sole. Berluti says each pair is repairable, like its classic shoes. Furthermore, the brand highlights the knit construction, up to about 384,000 stitches on certain linen versions. This is described as the technical heart of the design, delivering a sock like feel with precise structure. Padded insoles and the option of two lace sets push the Shadow toward true all day wear. Whether styled with tailoring, jeans, bermudas, or chinos, it adapts easily.

Campaign by Beda Achermann

To tell this next chapter, Berluti commissioned Beda Achermann, with photography by Roe Ethridge, to create a series of portraits that treat the Shadow as the alter ego of remarkable men. The campaign features figures such as actor Rupert Everett, chef Mory Sacko, and bar legend Charles Schumann. Each is shot in environments that reflect their work and personality. The Shadow is cast as a natural ally rather than the main character. Achermann said, “I wanted to capture three men, three complementary figures, to reveal the richness of a single truth. They each embody unique convictions and creative impulses that are entirely their own. Alongside them, the Shadow sneaker stands as the natural ally to the charismatic man.”

Designed to Live, Walk, Last

Berluti’s own copy around the new Shadow focuses less on trend and more on longevity: a shoe designed for walking, for living, and for lasting the distance. Made in Italy with an incollato construction and offered in multiple colourways, the Shadow aims to be both light and durable. In addition, it is part of a permanent collection rather than a fleeting drop. The brand notes that over 92% of its strategic materials are now certified against demanding standards. This folds the Shadow into a wider push toward more responsible sourcing without compromising on its luxury positioning.

Why it Matters

In a landscape dominated by performance tech stories and logo heavy collaborations, the Shadow plays in a different lane: discreet, repairable luxury that can function as a dress shoe replacement as easily as a weekender sneaker. This latest campaign makes the case that the maison’s idea of modern footwear is not a departure from its heritage, but another canvas for the same obsession with fit, finish, and craft.