Since its founding in Perugia in 1959, the Italian label ellesse has built a reputation on the belief that sport should look good, feel good, and, most importantly be enjoyed. That philosophy sits at the heart of Do It Like An Italian, a new global campaign fronted by actor Andrew Garfield that signals a fresh creative direction for the brand.
Andrew Garfield Learns to “Do It Like An Italian”
At the heart of the campaign is a narrative that casts Garfield as an unlikely student of Italian culture. Known for his British charm, the actor becomes the perfect foil for ellesse’s more expressive Mediterranean attitude, embarking on a humorous journey towards becoming a true honorary Italian.
Across the campaign, Garfield is guided by an unseen Italian coach, navigating everything from pronunciation and body language to movement, style and sporting. The partnership also carries a degree of personal significance, as Garfield explains:
“My friends and I grew up coveting and wearing ellesse, so being asked to be part of their team now feels really special. I love their ethos when it comes to the vitality and passionate expression in sport. The beauty and joy of using the body. And the sensual aesthetic style that ellesse has always been a symbol of.”
Revisiting the Brand’s Sporting DNA
Launching first with Say It Like An Italian, the campaign takes inspiration from ellesse’s rich archive, revisiting many of the visual cues that helped establish the brand’s identity throughout the 1980s and 1990s.
Signature colour-blocking, vintage-inspired silhouettes and the iconic Semi-Palla logo all make a prominent appearances in the inages and films. The Semi-Palla motif remains one of the most recognisable symbols in sportwear, originally popularised through tennis legend Guillermo Vilas and representing movement, rhythm and elegance that have long seperated ellesse from competitors.
Three Chapters, One Philosophy
The campaign unfolds through three distinct chapters, each exploring a different aspect of Italian expression. Say It Like An Italian focuses on language, personality and cultural identity, using humour and storytelling to establish the campaign’s tone.
Later in the summer, Play It Like An Italian shifts attention towards tennis, a sport deeply embedded within ellesse’s history. Here, the game is presented less as a competition and more as a form of self-expression. Movement becomes fluid and instinctive, blurring the lines between athletic performance and performance in the theatrical sense.
The final chapter, Style It Like An Italian, introduces the brand’s Autumn/Winter 2026 collection and completes Garfield’s transformation. Confidence replaces hesitation as the actor embraces a more relaxed, effortless approach to dressing. It is a celebration of sprezzatura, that uniquely Italian ability to appear polished without looking like you’ve tried.
A New Creative Direction
The campaign was captured by acclaimed British photographer and filmmaker Oliver Hadlee Pearch, whose work is known for balancing fashion imagery with authentic human moments. His approach brings a warmth and spontaneity to the project, allowing Garfield’s personality to remain front and centre throughout.
The imagery embraces movement, humour and character. The result feels cinematic without becoming overly constructed, helping establish a campaign world where sport, style and culture naturally overlap.
ellesse’s New Chapter Begins With Andrew Garfield and the Celebration of Italy
