On October 20, 2011 the leading international luxury brand Salvatore Ferragamo held its first show in Moscow, organized jointly with the Russian distributor of the brand, JamilCo. As part of the show, the Spring-Summer 2012 collection was presented. The uniqueness of the show is that the collection was presented to Moscow guests shortly after the show at Milan Fashion Week.
Almost a decade after the opening of the first flagship boutique in Moscow, the fashion show reflected the brand's intention to focus on the Russian market in 2011. This year was a landmark year for the company with its public offering on the Italian stock exchange on June 29th. For the show, a significant site was chosen - the Pashkov house, built by the great Russian architect Bazhenov in a style that combines the features of neoclassicism and the splendor of rococo. Salvatore Ferragamo, a pioneer in international markets, has always chosen exceptional venues for his events - from the Imperial Palace (Forbidden City) in Beijing in 2005 and the majestic banks of the Huangpu River in Shanghai in 2008, to the Duke Mansion Hotel in New York this June. …
The Salvatore Ferragamo show in Moscow became a notable event for the Russian fashion world and attracted the attention of many stars and famous personalities such as Camilla Belle, Amber Heard, Carmen Chaplin, as well as the daughter of the founder of the Salvatore brand and Vice President of the Ferragamo Group Giovanna Gentile Ferragamo, General and Executive director Michele Norsa and creative director Massimiliano Giornetti. The show was also attended by the president of JamilKo Khaled Jamil and Russian celebrities: Yegor Konchalovsky and Lyubov Tolkalina, Vladimir Vdovichenkov and Olga Filippova, Lyaysan Utyasheva, Ekaterina Liepa, Yuri Kolokolnikov, and others.
The show took place in a chamber setting, similar in spirit to the first high fashion fashion shows, which were once held in the studios of fashion designers. Combining mirrors, beige upholstery and cozy armchairs, the ambiance mimicked the atmosphere of an atelier, seeking to create a sense of intimacy and direct contact with the audience for a sophisticated, individual and sophisticated aesthetic experience. Introducing the 2012 Spring / Summer collection, the runway defined an intimate look of endless summer, filled with bright accents of silk, tanned leather and large prints, including the brand's signature animal prints, tropical plants and exotic flowers. The collection emphasized a sophisticated combination of warm shades - from deep purples and rich reds to upbeat pinks and sunny oranges combined with cold colors - sky blue, turquoise combined with dark purple and soothing neutral tones of khaki, lemon yellow and gold.
The evening ended at the White Rabbit club, where the new Salvatore Ferragamo fragrance, Signorina, was presented. The event was of particular significance, marking the international premiere of a new line of womenswear aimed at confident, sophisticated young women.