MILAN – Furla is charging up its female power.
The Bologna-based leather goods manufacturer has conceived a spring ad campaign to reflect its identity by juxtaposing black-and-white portraits of female workers from its offices worldwide next to color still lifes of its spring wares.
Giovanna Furlanetto, Furla’s chairman, and communications directors and product managers are some of the women who left their desks to pose for photographer Aldo Fallai.
While it’s not usual for fashion companies to have a primarily female workforce, Furla wants to convey the fact that women at an average age of 34 account for 80 percent of its staff.
“We wanted to evolve, but at the same time we wanted to speak to our consumers, who are women, by communicating the values of the company,” said Furlanetto. “The faces and personalities of the women in the photos express the spirit of Furla better than words.”
The portraits were shot during Milan Fashion Week last September, when managers from Furla’s international branches were in town for the shows.
To drill the point home, Furla will run three double-page spreads in a handful of titles, which will include In Style in the U.S., Vogue Japan and WWD Japan, and the Italian versions of Vogue and Vanity Flair. Other magazines will run only the product shots. The campaign will break in February.