By  on February 23, 2017
Furla

MILAN — The love of proportion, attention to shape and a search for that twist that can make collections more playful and appealing are the key ingredients of Furla’s design recipe, according to Fabio Fusi, who joined the brand as creative director in 2010.Since his appointment, Furla has delivered a range of signature bags that have contributed to the international expansion of the brand in the premium segment.“The approach to the design and development of the collection actually changed a lot and we now think more in terms of items rather than in terms of full ranges,” said Fusi.For example, in 2011 he designed the Candy, a carryall bag crafted from molded PVC available in bright colors, which attracted a new, younger customer. In 2014, Fusi created the Metropolis, the brand’s best-selling chain strap shoulder bag, which registered record sales of more than 1 million pieces the year it was launched.“Its shape is very essential — it’s a rectangular mini bag but it has been designed to contain everything a woman needs to bring with her,” Fusi explained.The Metropolis” will be core in a special project created by Furla to celebrate its 90th anniversary.For the occasion, Fusi designed a limited-edition collection of nine special flaps to customize the Metropolis bag’s leather body, which will be available in five colors, including the new gold and red versions.“We tried to talk about Furla’s 90th anniversary without looking to the past,” said Fusi, who was inspired by music for the design of the flaps, which will retail at $198. “We wanted to celebrate each decade of Furla’s history in a creative and playful way by reinterpreting their specific aesthetics.”Fusi celebrated the Twenties with a velvet and leather flap with studs inspired by Art Deco, while a tortoise shell PVC style with mink fur inserts pays homage to the Thirties Jazz Age. A flap with a bow and ruffles is inspired by the style of Forties pin-up girls; a Fifties jukebox is recreated on a multicolor flap, and a Beatles LP echoes on the model dedicated to the Sixties. A disco ball effect is obtained through the mirrors applied on the Seventies' glittering flap, while heart-shaped patches, safety pins and denim celebrate the revolutionary spirit of the Eighties in the style dedicated to the decade of punk and New Wave. Hip-hop is referenced in the flap, decorated with a chain, inspired by the Nineties, while the modernity of the 21st century is celebrated with a metallic leather style showing a robot.The project represents an evolution of “My Play Furla,” an initiative introduced in 2015 that was aimed at engaging customers by enabling them to personalize their purchases through the selection of different flaps for their bags.The 90th anniversary collection will be presented on Thursday in Milan, along with the fall collection.“Also the new collection represents a celebration of Furla’s 90th anniversary, but in a very lively way — we didn’t bring back styles from the past, but we created new designs which can celebrate the different decades of our history,” said Fusi.The fall collection will include nine new shapes, including a Fifties-inspired carryall bag and a satchel referring to the Seventies, all available in five variations.Furla, which relaunched footwear in 2015, will also unveil a lineup of nine shoe styles, each of them showcased in three options.In order to round out its offering, Furla introduced men’s accessories last June.“For us, the most important thing in the development of this range was the genderless approach,” said Fusi. “Of course, the collections target men but they are also extremely appealing to women. This allows the range to easily coexist with the women’s collections in the stores.”Originally launched with a focus on the Japanese market, the men’s line, which includes backpacks, briefcases, pouches, wallets and small leather goods, is quickly growing across all regions, according to Fusi.Furla is also dedicating more space to the men’s collections in its stores, including the recently inaugurated London flagship on Brompton Road, which features a corner dedicated to men's.

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