Salvatore Ferragamo will unveil its spring 2020 menswear collection in the brand’s native city, Florence, Italy.
The luxury fashion house will stage a runway show on June 11 during international men’s trade show Pitti Uomo.
Following three seasons of coed shows hosted during the women’s editions of Milan Fashion Week, Salvatore Ferragamo will hold the “Florence Calling” event dedicated to its menswear collection, designed by creative director Paul Andrew with the support of Guillaume Meilland, head of menswear. Andrew has recently put on hold his namesake footwear line to focus exclusively on the design of Salvatore Ferragamo men’s and women collections.
“Florence has always been a creative and inspirational platform for Salvatore Ferragamo and for our founder. Pitti Uomo is therefore the natural location for expressing the contemporary vision that represents us today: strong cultural continuity between different generations, with a constant eye to the future,” said Andrew.
“It is an opportunity for emphasizing our DNA, that added value that makes us distinctly unique,” he added.
Salvatore Ferragamo chairman Ferruccio Ferragamo put the focus on the special link between the company and its native city.
“Florence is our heart, a part of our history,” Ferragamo said. “At a moment of great consolidation for our brand’s style and identity, we believe that Pitti is the ideal setting for highlighting the direction taken as we move forward, showcasing a strong menswear collection outside the coed environment.”
Reflecting the company’s love for its hometown, after two years of work and a total investment of 1.5 million euros ($1.7 million), Salvatore Ferragamo on Monday unveiled the restored Fountain of Neptune in central Florence it helped revamp.
Salvatore Ferragamo is the latest brand to join the roster of labels hosting special events at Pitti Uomo next June. They include Givenchy and Sterling Ruby’s S.R. Studio. La. Ca.
“Salvatore Ferragamo is one of the brands that have made Florence a benchmark in the world of fashion, and we are truly happy to have it as a protagonist of a new ‘Florence Calling’ chapter,” said Pitti Immagine CEO Raffaello Napoleone.
This story was reported by WWD and originally appeared on WWD.com.