Exclusive: Tod’s ‘Visionary’ Michele Lupi on why Elon Musk exemplifies the spirit of the brand’s No_Code shoe collection, and why ‘Silicon Valley is now a global reality’

Apr 5 , 2021

Michele Lupi and Tod’s No_Code sneakers. Photo: @michelelupi, @todsno_code/Instagram

Under the direction of Italian journalist-turned-Tod’s-Visionary Michele Lupi, the No_Code concept has shown the world a new side to the luxury fashion brand

Tod’s chairman Diego Della Valle opted to give Lupi a ‘romantic’ title when he joined the company, and he’s been merging technology and craftsmanship ever since

When the No_Code project launched in 2018, Tod’s fans were surprised at the unconventional direction the luxury brand seemed to be taking. The project reached out to innovative talents and visionaries in a move to bring its consumers a different take on luxury: the blending of technology and craftsmanship.

In an exclusive interview with STYLE, the brand’s men’s collection “Visionary” Michele Lupi tells us about his own hybrid take on luxury having embraced both the media and brand perspectives, why exactly No_Code resonates with today’s consumer, and what exactly Elon Musk has to do with it.

You’ve been with Tod’s for more than two years now as its men’s collections Visionary. What does the word “visionary” mean to you and how have you accomplished that with Tod’s?

First, the title “Visionary” was a way to make a difference and surprise those who were waiting to understand why a newspaper editor was joining Tod’s. At the beginning, Diego Della Valle called me and said, “I’d like to give you a romantic title”, and so he did. Now my main task is to develop cultural projects for the positioning of the brand: being a company known worldwide for its craftsmanship and for developing handmade products, my task is also to investigate what kind of relationship we can have with technology.

You came from a media and publishing background, having worked on the Italian edition of Rolling Stone, GQ Italia, Icon and Flair, to name a few. How has that experience shaped the way you work on the fashion and luxury side?

Primarily, there is Diego Della Valle’s awareness that companies like Tod’s are all turning into media companies that produce content. The thing that strikes me is this: so many journalists are worried about their future, because they don’t know yet how much demand there will be in the years to come for people who can create high quality content. Companies are the media of the future. But then the ethical question of freedom of the press has to be understood.

Your father is Italo Lupi, the famous architect and designer. Your accomplishments are undoubtedly your own, but would you say that the artistic and design backdrop to your childhood influenced you or shaped your interests in any way?