Three of the Ferragamo ready-to-wear looks that are being sold online.

Salvatore Ferragamo today will begin selling ready-to-wear online in the U.S. for the first time. The Florence-based brand already sells accessories online worldwide, but has never offered apparel.

For the introduction of online selling of the fall collection at shopthelook.ferragamo.com, the brand hired Rose Gilroy, a budding model who happens to be the daughter of Rene Russo. Meredith Melling and Valerie Macaulay created a fashion gallery that was shot by Ungano and Agriodimas at the ornate Jane hotel in Manhattan’s West Village.

The U.S. will be the first market to sell the brand’s rtw online, executives said.

The looks can be seen in a music video that captures the haute bohemian spirit of the runway collection. Viewers click on the items worn by Gilroy for shoppable trends. Among the fall direction highlighted: a mixed-media message of striking and contrasting prints; color-blocking with a romantic bent; bold stripes in modern colors; textured pleats, and jewel-toned accents.

Fulfillment for rtw will be done out of New York. The brand plans to continue to grow the online rtw offering organically. The initial foray represents the runway rtw assortment in Ferragamo stores.

There have been changes in the creative atelier at Salvatore Ferragamo. The company in March said that creative director Massimiliano Giornetti was leaving. Ferragamo has said it will rely on its in-house team to continue designing the brand. It also recently named Paul Andrew as the brand’s design director of women’s footwear.

Ferragamo, which was established in 1927 in Florence, has long had links to Hollywood thanks to its late founder, who opened his first shop in Hollywood in 1923 and made his name designing shoes for movie stars. Gilroy, who grew up in Los Angeles, provided a symmetry to the story. After graduating from Colgate University in May with a double major in political science and psychology, she signed with Elite two months later.

“I’ve only been modeling for two months,” she said. “My mom is very supportive. She might have been hesitant about me modeling when I was in college, but I finished. Now I have an opportunity to try this and everybody can be happy.”

Worked in with the runway exits are the house’s signature accessories. One of the focuses of the campaign is Melling and Macaulay lending their eyes to the collection and partnering with Gilroy to bring out of the spirit of the brand. “It was supposed to be like you live there,” Gilroy said of the Jane. “The shoot was very relatable. Valerie and Meredith are also in the photos. It’s like they were styling me for something like going to an event. It was really fun. We got to create our own little world at the Jane.”

 

 

 

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