Fiorentini & Baker’s Feet on the Street

Deborah Baker is in a Mediterranean state of mind.
The designer talks to Footwear News about the inspiration behind Fiorentini & Baker’s spring lineup and the brand’s approach to understated cool.

1. Why was the Mediterranean a good starting point for the line?
DB:
I love the Mediterranean, but this summer the weather was very unusual because there was too much rain and overcast skies. I had to use my imagination to envision the colors and shades of summer. You could say the aesthetic is my interpretation of the hues indicative of a long hot summer — blue skies and sea with sandy beaches and sculptural hillsides with contrasting darker shadows. Hence, the prominent colors incorporated in this collection are turquoise, sand, olive and coral, to name a few.

2. ‘Feet on the Street’ has a big social component. What part have these new platforms had on your brand strategy?
DB: Feet on the Street” is all about street style photography, which has been a huge influence on designers and artists for years — long before social media made it so accessible. So, of course Twitter, Instagram, [and others] have had a huge impact on our marketing strategies. But we also like to keep our campaigns unpretentious in keeping with our core philosophy of understated cool. We use real people rather than models in all of our campaigns. This is very important to me because I want people to see the real Fiorentini + Baker! Seeing our customers in our product is a more honest example of who we are.

3. What is your favorite style from the new collection?
DB:
I would have to say PITT is a real favorite and particularly in the new shade of blue we are calling Ottanio. This color is featured in a few of the styles this season. I love the rustic style of the boot that has a slightly Western influence and is very easy to wear.

4. What’s next for Fiorentini & Baker?
DB: There are new developments all the time, but I have been considering a new shop, possibly somewhere in Europe. However, the location has not yet been decided.

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