Ferragamo is getting into the film business. To promote the house’s latest handbag, the Fiamma, the Italian brand has tapped a cast of famous families to appear in an interview series, which will culminate in a short film of the compiled videos.
This story first appeared in the May 2, 2014 issue of WWD. Subscribe Today.
The international crew includes Sydney and Anika Poitier of Los Angeles; Princess Patricia and Princess Mathilde Mélusine Ruspoli of Rome; Flora Zeta Cheong-Leen and Claudine Ying of Hong Kong; Hanayo and Tenko Nakajima of Tokyo; Helena Bordon; Luciana and Marcella Tranchesi of São Paulo; Stella, Lola and Jacqueline Schnabel of New York, and Mariel Hemingway and Langley Fox of Los Angeles.
“When designing the bag, I wasn’t thinking about a single woman but a generation of women,” said creative director Massimiliano Giornetti. “In interviews, people will ask me who is my muse, but it’s not just one woman; it’s different women in different situations and different moments.”
He attributed his expansive range of influences to an overarching theme of marketing geared towards a more general audience, rather than a specific demographic.“More and more, fashion is not really about a specific target,” he said. “Everybody is looking for a sense of joie de vivre and elegance. The idea of targeting a certain age is an older type of marketing that was popular in the Nineties. There is now a sense of aesthetic that links a different generation of men and woman; it’s a new propellant in developing a collection. This project is about different people living in different areas with different involvements and different attitudes.”
The family aspect of the project refers to the bag’s inspiration, Fiamma Ferragamo, daughter of Salvatore and the house’s accessories and shoe designer for almost 40 years. In the interview series, each subject will speak to the idea of “inherited legacies,” which includes talent, reputation and style.
“I wanted to select women who could express their style and elegance in an extremely provocative and innovative way,” said Giornetti of the casting decision. “I’m inspired by women with a personality, and each personality brings a different life to the bag.…All women should have the courage to express their own inner style.”
A teaser for the film series is currently available on Ferragamo’s YouTube channel and will officially launch Wednesday on the Ferragamo Web site. The Fiamma bag, which made its debut on the house’s fall runway, retails from $1,650 to $27,000 and is available online and in Ferragamo boutiques worldwide.