Banking on a 10-year company veteran to convey a more cohesive brand image, the Salvatore Ferragamo Group has named Massimiliano Giornetti creative director for all product lines.
Already in charge of men’s ready-to-wear, as well as the women’s collection beginning with the fall season, Giornetti now will oversee the creative development of all of the luxury label’s categories.
In an exclusive phone interview Thursday, Giornetti said his new role evolved in “a very natural way. For 10 years, I have been working with the brand and I really understand the heritage and craftsmanship. The family and other people inside the company give me extra strength and energy for this role,” he said. “Basically, it is like I have grown up in the company. I started out as assistant to the knitwear designer in men’s wear.”
Giornetti’s debut designs for Ferragamo’s women’s wear were relatively well received. As indicated by a WWD review, “The pressure was on Massimiliano Giornetti, Salvatore Ferragamo’s new designer, who has been charged with restoring luster and luxury to the house, recently mired in irrelevant design, all the while charting unfamiliar territory: women’s wear. If the collection he showed Sunday is any indication, Giornetti is up to the challenge.”
On Thursday, he was quick to note he started his career in women’s wear with the Rome-based haute couture designer at Anton Giulio Grande. Giornetti described himself as a “very open and friendly person who has always had a very positive attitude with all the people on the creative side.” Asked if he felt more pressure, since Ferragamo has gone through a few women’s wear designers — Cristina Ortiz, Graeme Black and Nathalie Gervais — in recent years, Giornetti said: “This is not about what other designers like Graeme and Cristina have done. At a certain point, you need a person overseeing all the collections. My work in men’s wear made the family and Michele [Norsa, Ferragamo’s chief executive officer] trust that I was the right person for the job.”
“Our entire family has always deeply appreciated Massimiliano Giornetti,” said Ferruccio Ferragamo, chairman of Salvatore Ferragamo Italia SpA. “We are happy about his new role because we consider him the right person to impersonate the Ferragamo style, and I am certain that his creativity will bring a further strong contribution.”
In his latest post, Giornetti reports to Norsa and continues to be based in Florence. The news is in step with the brand’s strategic positioning, Norsa said.
“What’s extremely important at Ferragamo is really creating a strong and cohesive vision in every category,” Giornetti said. “We want to make it more of a lifestyle brand. Of course, I am very well trained in ready-to-wear, but that is not the core business. What’s extremely important now is to give the consumer a very strong vision across all categories.”
He said the pre-fall collection’s sales have doubled since last year. Giornetti also managed to spend some time in Ferragamo’s Fifth Avenue store. As for the challenges ahead, he said: “I’m a very concrete and serious person. There is a lot to do to see that all the categories reflect the iconic style of the brand. I really want to do everything step-by-step. I want to work on the details and make the collection even more relevant.”
A room full of toiles at the haute couture atelier in the Dior exhibition at Les Arts Décoratifs, open in Paris since July 5. This is just one of three major exhibitions that have been timed to coincide with the house's 70th anniversary. See the rest of the exhibits, plus read WWD's look into the iconic brand's history. Link in bio. #wwdfashion (📷: @dominiquemaitre)
For spring, Pamplemousse's Danica Zheng presented her signature slip dresses attached to a white T-shirt along with floral windbreakers, off-the-shoulder cotton blouses and more. For more highlights from the New York trade shows, go to WWD.com. #wwdfashion
The Green Carpet Fashion Awards closed out Milan Fashion Week yesterday. The fashion industry flocked to the event, showing its efforts to support and spread the message of sustainability. Supermodel Gisele Bündchen said "if each one of us took at least one step is this direction, there is no saying how much could be done." #wwdeye #wwdfashion #mfw (📷: Lodovico Colli di Felizzano)
Etro’s show, titled “The Tree of Life,” was a celebration of the house’s 50th anniversary. “My father founded the company in 1968, which was the year of counterculture and psychedelia. It’s really a show that celebrates that and the paisley design of India and its origin,” said Veronica Etro. #wwdfashion #mfw #ss18 (📷: @delphineachard)
For @msgm’s spring 2018 show, creative director @massimogiorgetti said “Words, sounds, colors. Synthesis and therapy of a collection,” were the inspirations behind the collection, showing today. Read the rest of Milan spring 2018 inspirations on WWD.com. #mfw #wwdfashion #ss18
For her first solo album in over 10 years, Fergie tapped Carine Roitfeld, Mert and Marcus, Giovanni Bianco and more to create a fashion-focused video approach for the record, Double Dutchess. "Giovanni really helped me get back in touch with my tomboy side, my hardside," said the singer. #wwdeye #wwdfashion ( : @slovekinpics)