Less than three months after appointing Kris Van Assche as its new artistic director, the French luxury fashion house has lifted the lid on its first campaign under the auspices of the Belgian designer. The three strong visuals, revealing the brand's new visual identity, were shared on the Instagram accounts of Berluti and Kris Van Assche.

March and April brought change in the menswear world, with Virgil Abloh taking the helm at Louis Vuitton, Kim Jones joining Dior Homme and Kris Van Assche replacing Haider Ackermann at Berluti. While Abloh and Jones will be showing collections at the French capital's upcoming menswear week, June 19-24, the Belgian designer isn't expected to show his debut offering at Berluti until January, with a fall/winter 2019-2020 collection.

On the eve of Paris menswear week, Kris Van Assche is still firmly in the limelight with his first Berluti campaign. The campaign holds special significance, since it showcases the brand's new visual identity and logo -- inspired by the brand's early days in 1895 -- developed in collaboration with M/M Paris.

Shot by photographer Jamie Hawkesworth, these first three black and white shots each feature a different naked model, showing off three different versions of Berluti's "Alessandro" shoes. The ads also feature the "1895 Berluti Paris" logo in a new font.