Caruso Worldwide is a series of Instagram reels that promote Italian menswear brand Caruso. Each short animation introduces a new character who embodies different city around the world, and every story portrays a different facet of the concept of elegance that is at the heart of the brand.

The core of the project is the character of Fefè, historical icon of the Caruso brand. To meet the taste of a contemporary audience, the original character went through a re-design that leans toward a fresher and more minimalistic visual style. The shapes are clean and geometric, and the strokes more consistent.

Once the new design of Fefè was defined, three additional characters were created to represent Caruso’s worldwide influence. The new icons of the brand are Ricky from New York, Haruki from Tokyo and Lars from London.

The first story embodies the origin of the brand, featuring Fefe’ from Milan, Italy. In this reel, elegance radiates from the character’s seren attitude while he bikes effortlessly in the heat of the city in his Caruso suit.

Ricky from New York makes his entrance as the protagonist of the second story. In true Caruso fashion, the sequence shows an elegance that never fades – not even as the character plays basketball.

Haruki from Tokyo appears while wearing his signature classy attire, which doesn’t prevent him from showcasing his best moves on the dance floor.

The story of Lars from London narrates how elegance is not only a matter of appearance, but also of kindness and respect towards the other.