From urban graphism, with splashes of PAINT on leather or rubber, to the use of resins and cartoon-like colour matches in metal accessories and details, the SS 2015 collection is truly special. The palette is also strongly connected to the world of art, combining vibrant primary tones like SUNNY, HIBISCUS, OCEAN and EMERALD, with sweet and playful colours including LAVANDA, MAGNOLIA, SAFFRON and PEONIA, strongly contrasting ONYX and PETALO, and neutrals such as OPALE, STUCCO and DAINO. The result: a collection in which every FURLA bag is an ultra-modern PIECE OF ART.
Throughout the Basic, Fashion, Premium, Icon and Candy collections there are new key items, added functionality and innovative summer silhouettes and colour combinations. Totes continue to be a dominant theme throughout with new drawstring shapes, hand-woven seasonal offers and perforated, foldable styles. Easy functionality and sharp price positioning continues to expand the Furla offer to stylish women of all ages.
For 2015, Furla also continues to develop its Uomo offer with a globally focussed collection.
Women:
Basic – sees a new key item satchel with front exterior pocket, side snaps to widen the gusset, detachable shoulder strap, and added skus in Saffiano leather. Light business totes with top zip compartment, drawstrings in two sizes with organisational pouches attached to the inside of the bag, and easy over the shoulder totes with micro-suede lining, are all offered in fresh, wearable colour palettes and come with distinct sleek hardware design, new Furla charm branding and restyled elevated details.
Premium – focuses on key items and new concepts with strong colour blocking for visual, on trend impact. Elevated construction and hardware, clean lines and sophisticated shapes moves the Furla brand forwards in its ambition to become a complete lifestyle concept. New shapes includes smaller totes with detachable shoulder strap; perforated satchels with distinct patterns and unique skus; sophisticated hobos in Vitello Pop Star, and a mini-satchel cross-body.
Icon – the Furla Alice Bag continues with new seasonal colours such as Emerald, Ocean and Sunny plus an added cross-body style, while other icon lines include new tote and drawstring functionality; expandable sides; interior woven pockets in onyx and petalo for an element of surprise; and material combinations such as Vitello Pop Star front, Suede sides and Cervo back.
Fashion – focusing on small bags and pochettes offering women a style for any occasion, this season's lines are all about modern and trendy styles to attract a younger clientele with excellent price positioning. A new Pop theme comes to life in the second delivery with hand-painted totes, all uniquely numbered; while a trendy backpack becomes a key item available both in solid Vitello Pop Star. Stud versions build on a 'Rock' theme, further explored with hand-sewn chain detail.
The Furla Metropolis Bag is highlighted by a new animated 'Cartoon' look with a novelty mini-crossbody style and colourblock closures that bring personality to the line. Added piping detail elevates the line which comes in Ares and Vitello Pop Star.
Candy -continues to develop its colourful, fun, energetic gomma gel look. Spring/Summer 2015 sees a new Candy Sweetie mini cross-body, developed as volume driving pieces in multiple colour ways. Highlights are the hand-painted Candy Satchel where each sku is unique and numbered; the new Bubbles creative concept with the innovative 3D resin 'bubbles' on the exterior of the bags. Candy Cartoon brings the Vanilla line to life with a cartoon-animated theme and quirky colour block locks.
Men The SS15 Uomo offer sees a new global assortment with improved branding, improved price positioning, and elevated quality. With every piece 'made in Italy' the collection has been created to give more cohesive merchandising, each item featuring a personalised zipper-pull, symbolising 'the key to success' Materials include Cervo, Saffiano Ares, Double Leather Cervo/Saffiano, printed leather in Tropical Camouflage, and high resistance Nylon.
The colour palette allows men to be right on trend with ROYAL BLUE, TURQUOISE, TAUPE, SMOKE, BLACK and a Tropical Leaves camouflage print in TONES OF BLUE or TONES OF TAUPE.
Lifestyle This SS15 collection is aimed at allowing every woman to choose and wear not only a bag, but the whole Furla world with a strong emphasis on shoes, plus eyewear, watches, textiles and jewelry. The lifestyle collection will initially be offered through domestic markets, with travel retail set to follow in time.
Says Furla Global Travel Retail Director Gerry Munday: 'Furla’s travel retail growth continues to reflect the brands increasing domestic presence globally with turnover increasing by 37% from 2012 to 2013. Since 2010 we have increased the number of doors in travel retail from 33 to 175 in 44 different countries and that number is moving up all the time. It goes without saying that the key to our success is the strength of our collections and 'm delighted to say that Spring Summer 2015 exceeds all expectations in terms of quality and innovation. I and the team are very much looking forward to presenting it at TFWA World Exhibition this year.'
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