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Salvatore Ferragamo is shining a spotlight on its men’s resort line for the first time, showing a summer-themed collection shortly before the focus turns to its women’s 2013 cruise runway show, scheduled to make its grand entrance at Paris’ Louvre museum next month.
This story first appeared in the May 31, 2012 issue of WWD. Subscribe Today.
“Pre-collections have grown in importance over the last several years, gaining a relevant role not only in terms of sales but also in terms of brand image,” said creative director Massimiliano Giornetti. “Even if this process started in the women’s wear business, it now concerns men’s wear too. Pre-collections are essential because, hitting stores at a delicate moment between the two main collections, they bring a new offer, satisfying requests from customers who are more attentive and whose needs and desires are in constant evolution.”
For his Salvatore Ferragamo 2013 resort season, Giornetti, who opted to use a countryside villa as the backdrop for his collection’s look book, channeled a summery, uberchic yet relaxed theme.
For example, a bold, orange blazer is paired with cuffed white cotton pants, while a knitted sweater, matched with Bermuda shorts, shows a fresh, wave-inspired motif. Tailored clothing is revisited, and includes ultralight and deconstructed suits for a soft effect.