Furla Fights for Musical Equality

September 24, 2022

During the chaos of Milan Fashion Week, I found respite down the cobblestone street that housed the Furla presentation. But this season, the iconic Italian luxury brand that's been going strong since 1927 is doing things a bit differently. On Thursday night, the sleek store was host to an event celebrating a few important fashion milestones — the launch of Furla's new, re-envisioned Metropolis bag, the Metropolis Remix, as well as the collaboration around the handbag with the organization fighting to close the gender gap in the music industry, Alicia Keyes' She Is The Music.

With Silvie Loto at the helm, the presentation was a pure and powerful glimpse of the fresh perspective Furla is offering the industry, and their consumers. With only 20% of musicians identifying as female, She Is The Music makes room for female identifying artists in musical education programs and sources professional mentorships. For Milan Fashion Week, Furla will be donating an equal amount to the foundation in sales of the METROPOLIS REMIX.

Text by Anna Zanes

The Metropolis bag itself, a classic, has been tweaked in the Remix, given a softened bow shape that blends femme with edge in an array of colors, and is available at the Furla Duomo flagship in Milan. office sat down with the President of Furla Giovanna Furlanetto to discuss the brand's approach to Milan Fashion week, forward movment, and remixes.

This season feels very fresh. In which ways have you been working towards bringing new energy to the brand?

Furla’s new strategy is about giving a shake to the brand with unexpected campaigns and a fresh connection between Furla and music. With Metropolis Remix Furla celebrates this new connection, and it fosters a more equitable opportunity for women in the music scene.

What inspired the re-vamp of your classic bag? What makes it unique compared to other accessories on the market?

Metropolis Remix is a celebration of the return of our iconic Metropolis Bag. It is a limited-edition bag, with only 2022 pieces available. It is a bag with a purpose... Furla’s new fresh strategy reflects also on the new collections. Starting this season, Furla will add to the new collections new Metropolis bags in different material, different colors. Metropolis Remix is the first drop of this comeback. It has a peculiar shape that evokes a bow, while it stays true to the iconic closure of Metropolis.

How does the brand hold on to what it has always done right? What made Furla such an iconic fashion house, while pushing this collection to be as current as possible?

Being one of the few brands with more than 90 years of history and a distinctly Italian DNA, Furla stands first and foremost, for its authentic, high-quality products. While Furla has preserved its strong identity, it never stopped to investigate the future and embracing innovation. Furla focuses on the new generations: Young Millennials and Gen Z to preserve the long-term relevance of the brand.

What sets Furla apart from other brands showcasing in Milan?

Furla is not only celebrating the launch of the new Metropolis Remix. Furla is celebrating women, standing against the gender gap in the music industry.

Why is She is The Music good fit for Furla?

Furla has long been a company nourished under the leadership and hard work of strong and inspirational women who make up almost 80% of its employees with different backgrounds. Partnering with She is the Music was only natural as both parties have a common ambition: supporting women in creative industries.

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