2023/02 Ferragamo – SS23

#02 February #Brand Color #Brand Concept #Communication Concept #Fashion Show #Primary Color #Product Color #Product Concept #Red #SS23

Details:

Salvatore Ferragamo

Spring-Summer 2023

Via dei Condotti 73/74, Rome (Women)

Via dei Condotti 65, Rome (Men)

Review:

by Peter Hamer
march 1, 2023

Ferragamo wants you to know something, they’re red. And while you start to associate this beautiful red hue with the brand, they are subtly introducing additional elements you will remember later. Cryptic? Not at all! Just a smart move from a brand that has relied on product reputation for way too long. And this “situation” is what I find so exciting about Ferragamo! Trust me, this is a case to keep an eye on, and I will, of course, report all along the way!

The concept for the SS23 windows starts from the red sand on which models walked during the Milan show. The color of the sand not only represents the new corporate color, read all about it here, but symbolises a volcanic explosion, something new. While this particular explosion doesn’t really materialize in the window displays, what does is Maximilian Davis’s California sunrise/sunset inspiration. This is present in the in-store dégradé panels and dune-shaped props that carry the products graciously. Additional props include a reference to the brand’s home city of Florence (the vase from which the sand pours out) and Davis’s inspiration from nature, present in the discreet-sized, red-painted floral compositions.

Some students and peers of mine have made comments related to the color, which reminds them of different brands, but I always like to underline one thing: no one owns anything. A brand association is a mental connection between a brand and a concept. This means that repetition (read: a clever marketing campaign) is key in creating that association. While color is one of the easiest ways to do it, it is also the one that can betray you the quickest as well.

The additional elements in this concept have depth in their meaning, but turning a seed into a tree takes time, and I want to see Ferragamo turn into a beautiful solid tree. A red tree.

If you’re curious about the inspiration for this display, you can watch the SS23 show here.