Last Thursday, Ferragamo premiered a parody film, showing the pleasures and plights of a phone-obsessed generation. It features a number of so-called fashion talents (digital influencers) led by Bryanboy, who also directed the short.
Caro Daur, Tamu McPherson, Pelayo Díaz, Aureta, Susie Bubble, Carlo Sestini and the Diet Prada duo join Bryanboy as part of the Made In Florence cast, dressed in Ferragamo ready-to-wear and carrying accessories designed with the new Gancini monogram.
Prior to the digital launch, the monogram was unveiled in mid-January at a pop-up store in Omotesando, Tokyo. This month, the Gancini project involves artisanal partners, who will incorporate the print into their products, such as bicycles and chocolate, or surprising experiences at their stores. The series of marketing and communication activities has been rolled out to raise awareness of the monogram, inspired by the iconic Gancini clasp.
The origin of the Gancini can still be seen today at Ferragamo's headquarters at Palazzo Spini Feroni in Florence. It is said to be inspired by the gates' ornate ironwork and hand-tooled articulated iron hooks, set into the side of the building for the tethering of horses. In Italian, the word "gancini" means "little hooks", and the design first appeared in the 1970s as a clasp in a bag designed by the late Fiamma Di San Giuliano Ferragamo. Her father Salvatore Ferragamo founded his eponymous brand in 1927. As a shoe designer like him, she helped turn the family business into a fashion empire.
To usher in a new era, Ferragamo appointed Paul Andrew as creative director for the women's collection in October 2017. What was the Italian brand missing? A monogram. So Andrew reinterpreted the double-hook fastening into a new design.
"I appreciate the innate elegance of the Gancini's refined simplicity and the sensuality of its form," said the British designer. "Another aspect is its duality: two clasps that connect and hold together. The beauty of the Gancini shape is something I've worked to emphasise and enrich through the creation of this new monogram."
Andrew introduced it as a key element in the pre-spring 2019 collection, and the Gancini monogram, as a new Ferragamo icon, will be prominently incorporated into future collections.
