FURLA AW2020 Advertising Campaign

Furla AW2020 advertising campaign features Greta Ferro, a young Italian actress and model, chosen for her fresh and timeless elegance. Visuals are characterised by skillful color contrasts and signed by the photographer Giampaolo Sgura, under the creative direction of Magnus Berger.

The campaign’s theme is about a love story told through the exchange of postcards, in the context of a city bar. The correspondence leads back to the old courtship, which soon turns out to be a game full of sensuality and humor. Each image evokes that peaceful moment of sipping a good cup of coffee, at the mercy of beautiful thoughts. It’s a special instant, which over time allows an appreciation of an all-Italian ritual gesture, built of balance and taste. The shots have a strong suggestive power that refers to tradition, a detail of life which even for an object like the bag becomes an integral part of the scene.

The AW2020 collection is represented by some of the iconic Furla creations, which for the occasion are presented in a renewed look. Objects with clean lines that express a modernity provided by the value of tradition and high craftsmanship. Not a simple accessory, but an extension of the wearer’s character. Postcards illustrated by the artist Cecilia Carlstedt, who chose the Furla Metropolis and Furla 1927 bags as subjects, depicted under the historic arches of Milan and Bologna, underline the narrative of the story. A clear reference to the two cities closely links with the history of the brand. Photography and fashion illustration therefore come together in a neo-romantic tale celebrating Italian design. Through creativity and craftsmanship, the story almost creates a real arch, capable of connecting the past to the future - which has always been Furla's leitmotif.