Tasked with integrating the premium scotch brand Glenfiddich into the world of alternative, high-end menswear, Luca wrote and developed a lifestyle program and content series for the brand’s 21-year-old variant, Glenfiddich XXI, seamlessly positioning the liquid into the cultural milieu of its target consumer with a defined cultural identity around fashion. This included a hyper-exclusive luxury menswear capsule collection entitled “Wardrobe XXI”, curated by fashion veteran Josh Peskowitz, in close collaboration with Camoshita United Arrows, E. Tautz, Hamilton, and FEIT. It translated across a short film and proprietary thought leadership website featuring original content. It came to life IRL across multiple retail touchpoints, with event programming at Gentry, Magasin, Forty Five Ten, MEYVN and Alchemist.