• Salvatore Ferragamo Delves Into RTW Online

Salvatore Ferragamo Delves Into RTW Online

Salvatore Ferragamo today will begin selling ready-to-wear online in the U.S. for the first time. The Florence-based brand already sells accessories online worldwide, but has never offered apparel. For the introduction of online selling of the fall collection at shopthelook.ferragamo.com, the brand hired Rose Gilroy, a budding model who happens to be the daughter of Rene Russo. Meredith Melling and Valerie Macaulay created a fashion gallery that was shot by Ungano and Agriodimas at the ornate Jane hotel in Manhattan’s West Village. The U.S. will be the first market to sell the brand’s rtw online and is seen as a test market, executives said. The looks can be seen in a music video that captures the haute bohemian spirit of the runway collection. Viewers click on the items worn by Gilroy for shoppable trends. Among the fall direction highlighted: a mixed-media message of striking and contrasting prints; color-blocking with a romantic bent; bold stripes in modern colors; textured pleats, and jewel-toned accents. Fulfillment for rtw will be done out of New York. The brand plans to continue to grow the online rtw offering organically. The initial foray represents the runway rtw assortment in Ferragamo stores. There have been changes in the creative atelier at Salvatore Ferragamo. The company in March

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