Resurrection is in, with many major fashion houses reviving their archives in recent years. At the same time, the revamp is being extended to historical structures as luxury brands fund various renovations. Among the latest is Tod's Group, which is sponsoring a major overhaul of the Colosseum in Rome, one of the world's most famous ancient sites.
Although previous restoration works were finished in 2000, Italy's most famous landmark, completed in AD80 under Emperor Titus, remains damaged by ageing, earthquakes and vandals. Pollution has also blackened the stone surface, while underground railway vibrations are also said to have affected the structure.
But the Italian company's Euro25 million (HK$283 million) contribution isn't without controversy. Gianfranco Cerasoli, a unionist representing Italian art and cultural workers, has filed a lawsuit asking Rome prosecutors to examine the understanding between Tod's and city authorities, which he fears is overly generous to the company.
Tod's insists it has no plans to make commercial use of its sponsorship agreement with the Italian authorities. Group president Diego Della Valle rejects criticisms the deal is a PR coup for his company. 'There is only a social message and zero advertising message,' he says. 'It's a strong sign we give to the world that we are very proud to do this for our country.'
The Italian luxury goods company is the sole financier of the project to restore the ancient amphitheatre where gladiators once fought to the death. When sealing the deal, Rome mayor Gianni Alemanno said the contribution from Tod's finally ended a nightmarish quest to finance the renovation of the Colosseum, which attracts about six million visitors annually.
Della Valle says the project allows the company to give something back to its home country, citizens and tourists. It was Alemanno who personally asked if he would sponsor the restoration when a petition to private companies had previously returned no result, Della Valle says.