Luca Malnati launches 'Seasons of Identity' collection and redefines barbershop aesthetics

Global artist and education manager for Depot Male Tools, Luca Malnati, presented his latest creative project, the "Seasons of Identity" collection. The initiative gained prominence by featuring on the cover of issue 51 of BarberEVO magazine, consolidating a new approach to the industry that values personal expression over rigid standards.

The concept behind the work stemmed from observing seasonal changes in nature. Malnati designed four distinct looks, each associated with a specific season through the strategic use of color and texture. To represent spring, he opted for a blonde model; summer was symbolized by a pink tone; autumn came to life with copper hair; and winter was marked by the choice of a dark shade.

The central goal was to break away from the hyper-masculine aesthetic that has dominated industry collections in recent years. According to Malnati, many images in the industry still focus on looks that are "super sharp, super strong, and super masculine," which does not always connect with the reality of all clients. Drawing inspiration from the world of fashion and beauty salons, he sought to bring more nuance and freedom to the universe of barbershops.

Each look was anchored by a specific product line from Depot, demonstrating how technical tools support artistic intent. The autumn copper look used the 316 Styling Cream for a natural finish; the spring blonde employed the 310 Curl Designer for volume and movement; the winter dark shade featured the 312 Charcoal Paste for a matte effect and structure; and the summer pink was finished with the 302 Play Pomade, highlighting flexibility throughout the day.

The production of the project was marked by intimacy and the smart use of resources. Malnati completed the entire work in a single day, relying solely on friends, colleagues, and personal contacts instead of professional models. He performed all the coloring, cutting, and finishing himself, while makeup, photography, and clothing came from his inner circle.

This approach demonstrates that a strong collection does not necessarily depend on large budgets, but rather on creative vision and proper support. For Malnati, the key lies in gathering the right people to spread creativity. "You don't need to spend a lot of money to have a good collection; you just need to gather the right people who can help with a good vision," stated the artist.

Beyond visual creation, the project reflects Malnati's educational philosophy at Depot. He emphasizes the importance of personalized consultation as the foundation for building trust and loyalty with clients. By teaching barbers to understand the "why" behind each technique, product recommendations cease to be transactional and become tailored solutions, strengthening the relationship between professional and consumer.