Ferragamo's foolish folly

By

Godfrey Deeny

Published
Sep 24, 2017

Some days it is one’s baleful duty as a fashion critic to point out all the many wrongs of a collection and show. Which is absolutely concerning the latest show by Ferragamo. Though was this a catwalk show, as the invitation indicated, or really rather a perfume launch?

Staged underneath of a giant transparent roof constructed over Piazza della Borsa, the show attracted every editor in Milan, as well as the sort of conservative Italian who loves the safe assurance of Ferragamo’s fashion. The collection, however, was an appalling example of how throwing lots of money at an event can go tragically wrong.
 
Using all sorts of expensive materials – from surreally dyed snakeskin to large sequins – this should have been a noble exotic show. Instead it was a mishmash of styles and ideas that never jelled. There were a couple of very fine velvet moiré columns at the finale, but they could not save this show. One left wondering whether there is anyone in the Ferragamo family that actually looks at what other Italian and French luxury houses are producing?

Immediately after the show ended, a giant projection began of massive floating flowers on the facade of the Borsa, or Milan stock exchange, ending with the name of what one supposes is the new Ferragamo scent Amo Ferragamo – or I love Ferragamo. Inside, again a sense of missed opportunity. Just how does this Florentine luxury house decide to feed its well-heeled guests in army cafeteria style with food thrown on to plates? All too hard to understand.