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 new 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.
The campaign unfolds as a narrative quartet, an itinerary that transforms everyday customs into moments of personal beauty.

It begins with ‘Back to School,’ a chapter that captures elegance in motion. For this, Ginori champions the sleek, modern lines of the Diva collection, reviving a design icon: the 1954 Colonna collection, originally famous for its stackable functionality and mid-century geometries. Reborn in soft pastels and defined by sophisticated golden contours, the Diva proves that heritage porcelain can be pulled from the cabinet and used daily, whether it’s a quick coffee on the go or a plate resting on a notebook.
As autumn deepens, ‘Thanksgiving’ opens the door to creative tradition. The brand’s most iconic and opulent pattern, Oriente Italiano, is given the spotlight. This vibrant, chinoiserie-inspired floral, with its rich Malachite greens and deep Aurum golds, is shown mixed with unexpected details, encouraging a blend of heritage and impulse.

For Christmas, the lush florals of Oriente Italiano are set against the architectural precision of the Catene (Chains) and Labirinto (Labyrinth) collections. This is where Ginori’s deep design history shines; both of these graphic patterns were originally conceived in the 1920s by the godfather of Italian design, Gio Ponti.
The story culminates on New Year’s Eve with a creative coup. The brand imagines a party where the “new generation” takes the lead. “Young people challenge conventions, rewrite rituals and reinterpret more traditional customs, transforming them into a play of creativity and spontaneity,” Ginori notes. The table is a riot of colour and style, mixing the modernist Catene and Labirinto with bold flashes of Oriente Italiano Rubrum red.
Ginori is making it clear: your table should be a space for creativity, not rules inherited from another era.
Find out more here.
photography. courtesy of Ginori 1735
words. Gennaro Costanzo




































