The Italian luxury shoe brand is gearing up to launch Sr Addiction, a new line that will include a range of capsules developed with personalities from different parts of the world.
“In the past couple of years, we had to focus on rediscovering our own identity by developing iconic styles, which are immediately recognizable as Sergio Rossi,” said the company’s chief executive officer Riccardo Sciutto. “But now, I cannot fail to cross-pollinate this strong DNA with new, fresh ideas developed through collaborations.”
For the official kickoff of the Sr Addiction project, Sergio Rossi teamed up with Milanese fashion and interior designer Marta Ferri, who, armed with her feminine and poetic aesthetic, offered her personal interpretations of the brand’s Sr1 signature collection.
“The Sr1 Amalia capsule I created with Sergio Rossi revolves around the idea of lightness and joy,” said Ferri, who runs her own atelier in the heart of Milan. “Through the use of colors and materials, I wanted to convey styles that you can wear in the city but that you can also easily pack for a summer beach escape.”
Introducing materials and hues that are quite unexpected for Sergio Rossi, she developed chic and effortless elegant slippers, espadrilles and mules crafted from a range of materials, including raffia and devoré velvet.
In addition, Ferri played with the Sr1 signature graphic metallic buckle, which she rendered in both brushed metals in a color palette including silver, gold and pink, as well as in macro crystals.
In keeping with Sciutto’s strategy aimed at developing collaborations dedicated to specific markets, the Sr1 Amalia capsule will be available exclusively at the brand’s boutiques located in Milan, London, Paris and Rome.
“We won’t have the capsule in the new store on New York’s Madison Avenue because for the United States, we will unveil a different collaboration,“ Sciutto said.
Sergio Rossi will celebrate the launch of the Sr1 Amalia capsule with a beach-inspired party on May 29 at the brand’s Milanese headquarters.