I LOVE MY BARUC SHIRT is the first branding campaign created by Baruc. It was made up of  a series of portraits of his clients wearing their own BARUC shirt during a significant moment: it's all about real people, real life and awareness of the present, of now.

Long before other fashion brands launched branding campaigns with real people instead of models, and while an Haute Couture House did the same with VIPs such as Gorbachov or Catherine Deneuve, I LOVE MY BARUC SHIRT was on a chartered course gifting inspiring people, including Catherine Deneuve among other global talents, that enjoyed and photographed the experience.

Baruc has published a Manifesto about the shirt, reclaiming the conceptual texts written by the artistic and social movements of early 20th century. The Futurist Manifesto, the Surrealist Manifesto, were all a voice to express that art must change the world. Baruc believes in creating goods for the Good, and one of the good things to do is to create lasting goods with a timeless essence. Universal pieces that are not only timeless but also time proof; this is the mission of Baruc's project.