Luca Pisaroni Becomes Brand Ambassador for Via Luca

By David Salazar

Bass-baritone Luca Pisaroni is now the brand ambassador for the aptly named Via Luca.

The website, which launched in Fall 2017, has become a platform for luxurious menswear manufacturers to sell directly to customers. With this arrangement, Pisaroni will become the face of the company.

“Luca and I met recently and were inspired by each other’s work and passion for Italian culture and heritage craftsmanship,” said Via Luca founder Rachelle Giroux in a press release.”Luca is an international performer with extreme talent and we are super proud to partner with him to represent our brand of authentic Italy to his audience and ours.”

The opera star was equally excited about the partnership.

“I am honored to collaborate with Via Luca, a company with a unique mission that is near and dear to my heart. The pieces sold by Via Luca are individually selected by Rachelle and her team and are handcrafted in Italy by artisans who have kept their businesses local and have passed down their knowledge through several generations. This kind of dedication and craftsmanship is very similar to the process of rehearsing an opera. Everything takes a great amount of time and care and is done by a specially trained team that works together to create something extraordinary and unforgettable,” said Pisaroni, who is set to perform “Rinaldo” at Carnegie Hall on Sunday, March 25, 2018.