Il portale del lusso
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“La magia di ogni vero artista è la capacità di dare forma ad un pensiero. E in questa campagna Sissi ha saputo dare forma ai valori della freschezza, dell’essenzialità, dell’eleganza. I nostri valori. Quelli che condividiamo con le donne che riconoscono nelle nostre borse i loro sogni e desideri”, racconta Giovanna Furlanetto, Presidente di Furla.
Il marchio Furla, oggi in grande evoluzione, investe su diversi fronti. Primi fra tutti l’arte e la comunicazione. Nella sua campagna per la primavera estate 2012, Furla sintetizza questo suo percorso e i suoi valori inaugurando un modo nuovo di comunicare, fuori dagli stereotipi pubblicitari della moda. Il concept è innovativo fin dalla firma “Furla and I”. Una dichiarazione di complicità tra Furla ed ogni donna. Parola chiave la semplicità, punto d’arrivo di un grande lavoro di ricerca. Per approdare ad un’eleganza senza tempo.
Se il claim di taglio internazionale si rivolge alle donne di tutte le latitudini, l’immagine della campagna Furla ricorre all’arte contemporanea e la trasforma in un linguaggio universale, immediato, fruibile da un vasto pubblico. Per la prima volta, Furla affida infatti l’art direction della sua campagna ad un’artista e performer italiana: Sissi, talento emergente fra i più interessanti della scena attuale, già vincitrice del “Premio Furla” 2002 e del “Gotham Prize del Ministero degli Affari Esteri, Italian Cultural Institute di New York” che riceverà nel corso del 2012.
Il legame con l’arte era già vivo nelle precedenti campagne del brand, dove artisti fra cui anche Sissi, erano presenti come testimonial. Con la primavera estate 2012, Furla va oltre e da a Sissi l’opportunità di esprimere la propria creatività attraverso una sorta di installazione artistica valorizzata dagli scatti di Francesco Carrozzini. Ne scaturisce una originale campagna dal tono fresco e ironico. La scritta “Furla and I” è dipinta dall’artista. Un bizzarro abito-struttura intrecciato a mano con corde, nodi e fili di metallo, secondo la poetica di Sissi, ironizza sui dettami dell’haute couture.
Furla conferma così la sua vocazione di mecenate promuovendo sulla scena internazionale i più promettenti talenti creativi italiani e la sua attenzione alle forme di espressione più avanzate e contemporanee.
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