Inspired by an urban dreamscape with street-style influence, Furla’s Pre-Fall Autumn Winter 2015/16 collection will be available for travel retail locations from May 2015. The company continues to switch from a product-focus to a lifestyle-focus, with products tailored to consumers’ needs and wants. The collection includes lines, such as Piper and Candy styles, which will be carried forward to the main AW 2015/16 offer to be shown at the Duty Free Show of the Americas this March (booth 2223).
For 2015, the collection introduces a more utilitarian look with functional pockets and embellishments reflecting a military, work and sport “uniform” theme. At the same time, soft, charming shapes reflect feminity and playfulness, while Furla’s in-house graffiti designs are rich in colour and energy, emphasising the link between the brand , contemporary art and design world.
The colour palette is broad, fresh and bold at the same time. Summery feelings are awakened by pink shades mixed together with classic, timeless tones of military greens and denim blues: Indaco and Salvia. Neon fluorescent tones are linked with the “graffiti” style while rust colour balances the mood of the urban dreamscape.
The collection sees a focus on Furla’s best sellers, such as the “Metropolis Furla bag” with new colours and materials along with the introduction of a fun Graffiti line and new shapes including an expanded mini-bag assortment and a wonderful addition to the Icon line: “Dolce Vita Furla bag”.
Once again, Furla shows its ingenuity and innovation with the introduction of an exclusive and revolutionary technique called Termonastratura and Termosaldatura – a new technical process enabling materials and colours to be combined without stitching using heat bonding. More often found in ready-to-wear, this technique allows Furla to introduce new dynamic and innovative fashion patterns and designs that place the brand on a level of its own. The new “Stella Furla bag” tote and “Metropolis Furla bag” cross-body perfectly demonstrate how this technique can create a completely different and authentic look.
Across the collection, consumers will see improvements to quality and construction designed to further elevate the brand, build positive consumer awareness and satisfaction. Popular shapes such as the tote see an evolution in styling while all shoulder straps are now adjustable with five holes. Elevated hardware details include zipper pulls with metallic end-caps, handle attachments and new colourways for some styles.
New and improved leathers are also introduced including Folk, a smooth leather with shiny affect used to accent the new “Dolce Vita Furla Bag” icon line; Monet, a new offer in the opening price range similar to Cervo in texture; Mistral, an elevated smooth and soft leather with a soft sheen; and Suede, a natural material with high aesthetics and wonderful texture.
The Graffiti collection is rich in colour and energy, emphasizing Furla’s inspiration from the art world. Cartoon style graphics decorate “Candy Furla bags” and Mini Cross-Body styles with neon fluorescent tones to reflect ‘street-style’.
Icon bags remain vital to the Furla DNA and for Pre- Fall 2015 the “Dolce Vita Furla bag” resonates with its graphic, linea design, functional silhouettes including totes and crossbody, and colourways based on both the fall/winter palette contrasted with black/white options. Icon line “Alice Furla bag” is also back for Pre-Fall with a focus on the small top handle.
The Dome shape has quickly become a Furla favourite and the new “Dandy Furla bag” is a elegant and sophisticated version using Mistral. Metal detailing gives the bag a precious look.
Other new styles in Monet leather have distinct design details such as curved stitching, rounded hardware and come in essential silhouettes such as satchel, tote, mini tote and mini cross-body with adjustable straps and zip top closures
Mini-bags have a new statement “Spy Furla Backpack”, continuing the popular trend from the summer and offered in a wide range of colours. The offer also sees new drawstrings in a variety of sizes
Within the all-important small leather-goods section there is a new emphasis on Mini-Bags with improved internal and external construction quality and a focus on functionality. All styles are offered in a wide colour assortment with new styles including a XL Bifold with external zip pocket, a Mini Bag with internal pouches and a Mini Bag with detachable strap.
‘Furla never stands still and this Pre-Fall collection shows once again the innovative and dynamic nature of the brand – always moving forward yet without compromising on its Italian heritage and roots,’ says Global Travel Retail Director Gerry Munday. ‘In a travel retail industry where consumers are continually looking for newness and originality, brands such as Furla have perfect synergy. We are looking forward to yet another very active year in travel retail and this collection will, I am confident, be very well received.’
