Fine porcelain is often treated as a fragile relic, a relic of a time when tables were formal and manners were rigid. Our obsession with innovation keeps us wanting something new, futuristic, so what is exactly the role of a porcelain house that predates the United States? Ginori 1735, a name synonymous with pure Florentine luxury since, well, 1735, is staging a rebellion. The brand, which counts Gucci and Saint Laurent as its Kering-owned stablemates, is stepping away from the shadow of the velvet-roped china cabinet. Its campaign, ‘The New Table Manners,’ is a manifesto for personal expression, artfully dismantling the dogma of the formal dinner table.
The campaign proposes a new language of hospitality, where “intentional imperfection and spontaneous creativity are celebrated.” It’s a move that reframes the brand’s centuries-old legacy, shifting its exquisite creations from precious heirlooms to active participants in the beautiful mess of real life.
