Luana Italy is making a comeback.
The handbag line founded in Pelago, Italy, in 1965 has a new owner and a new look to go with it.
The brand, which at the time of the acquisition was not in production and was owned by SIT Society of Nannini’s Group, was acquired in 2013 by 5M USA, which also owns leather handbag company Time’s Arrow. “Luana was such an important brand in Italy back in the Seventies and Eighties that we wanted to revive its legacy,” said Michelle Godbout, chief executive officer of 5M. “New direction was needed to make it relevant today but it was the connection of the Italian lifestyle that made [us] I fall in love with the brand.”
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To hone that relevance, Godbout tapped Brigitte Broussard, whose previous work experience includes stints at Rebecca Minkoff and Donna Karan, as the brand’s creative director. “Brigitte and I connected immediately, and she understood what my original vision of the brand was for Luana,” said Godbout. “Brigitte and I believe that a brand should connect to life; we love music, literature, art and all things creative. She brings all of these influences to the brand and gives it life…it’s not just about product. It’s about connection.”
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The debut collection under Broussard and Godbout’s direction includes a selection of cross-bodies, satchels, backpacks, belt bags and totes done primarily in leather, with touches of shearling and saffiano. “I basically made every bag that I’ve wanted to make for the past couple of years, and it all just came out at once,” said Broussard of the expansive collection, adding: “I’m a huge fan of avant-garde design and I think everyone thought I was going to do something completely weird, but when it comes down to it, I want to do a line that can talk to more than 20 people. I wanted to do something that is very functional. There aren’t a lot of classic bags at an accessible price point that are interesting or edgy.”
Retail price points for the collection range between $258 and $698. The fall collection is currently available at LuanaItaly.com, as well as at Saks Fifth Avenue and in specialty boutiques.
Broussard describes the customer as “someone who likes fashion forward design but is holding down a day job and going to the office.”
“Good design encompasses many different people from many walks of life,” she added. “If you could line up 100 different women and they can all look good carrying the bag, that’s a goal of mine. I want to do something that feels universally likable.”