“FURLA AND I”
NEW DIRECTION FOR FURLA. A symbol of outstanding evolution.
"The magic of every true artist is the ability to give form to a thought. And in this campaign, Sissi has been able to give form to the values of freshness, essentiality and elegance. Our values. Values which we share with women who recognise their dreams and desires in our bags", explains Giovanna Furlanetto, President of Furla.
In their spring-summer 2012 campaign, Furla combines their new direction with their values, thus inaugurating a new form of communication far removed from stereotypical fashion advertising. This concept has showcased innovation since the creation of "Furla and I". A declaration of complicity between Furla and every woman. Keyword: simplicity, the result of intense research. To create timeless elegance.
In addition to the slogan of international style which speaks to women all around the world, the campaign's image draws on contemporary art and turns it into a universal language that is both immediate and accessible to a wider audience. Indeed, for the first time, Furla is entrusting the art direction to Italian artist and performer Sissi, one of the most fascinating emerging talents of the current scene, already winner of the Furla Art Award 2002, as well as the "Gotham Prize from the Minitry for Foreign Affairs, Italian Cultural Institute New York" an award which she is due to receive in 2012.
The link with art is already present in past campaigns, which were supported by artists including Sissi. For spring-summer 2012, Furla is going further and giving Sissi the opportunity to express her creativity through a kind of art installation, enhanced by shots from Francesco Carrozzini. The result is an original campaign with a fresh and ironic tone. The words "Furla and I" were painted by the artist herself. An exceptional dress-structure woven by hand with ropes, knots and metal wires expresses the poetry of Sissi's work and is an ironic take on the dictates of haute couture.
With their new campaign, Furla turns their attention to more advanced and contemporary forms of expression and shows their commitment to launching the most promising creative talents in Italy on the international scene, an undertaking the company has long supported with the Fondazione Furla and the Furla Prize.
