EXCLUSIVE: Tod's No_Code Campaign by Roe Ethridge

Italian heritage brand Tod’s breaks with convention to create Tod's No_Code, a capsule shoe collection for both men and women in collaboration with Dazed & Confused co-founder, Jefferson Hack. “‘We lean forward to the next crazy venture beneath the skies’ – it’s one of the key lines from Jack Kerouac’s novel On the Road,” references Hack. “And I can’t wait to take No_Code on the road, and walk a pair across time zones, dancefloors, cityscapes and into the desert of my imagination, where they are sure to see me through the darkness.” Hack worked with Tod’s design team and artisanal craftsmen to develop a cohesive lifestyle collection that, whilst inherently contemporary, remains true to Tod’s heritage and “Made in Italy” values of fine quality, attention to detail and authenticity.

I can’t wait to take No_Code on the road, and walk a pair across time zones, dancefloors, cityscapes and into the desert of my imagination, where they are sure to see me through the darkness

Reflecting the spirit of Tod’s No_Code, the campaign was shot in a variety of locales by photographer Roe Ethridge. Styled by Dazed senior menswear editor Robbie Spencer, models Meghan Collison and Christian Brylle came together to embody the S/S12 collection’s 24-hour. To coincide with the launch, Tod’s have transferred the thinking behind the campaign onto a specially created Tumblr, providing a behind the scenes look at the photo shoot, as well as a stream of Tod’s inspirations from vintage style icons to scenic snapshots.

Tod’s No_Code is available at all Tod’s stores and will be exclusively debuted and sold at Dover Street Market in London, 10 Corso Como in Milan, colette in Paris and My Theresa in Munich to coincide with the fashion week calendar.

Todsnocode.com launches today

Photography ROE ETHRIDGE
Styling ROBBIE SPENCER