How an Italian Heritage Brand Does Coachella – M & S
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How an Italian Heritage Brand Does Coachella


The perfect Coachella party has a few things: It’s laidback yet lively, the guest list is a curated mix of the fashion and music worlds, and the venue is impressive to boot. By these standards, Furla’s #furladesertvibes event absolutely fit the bill. Fashion influencers such as Caroline Daur and Thàissia Naves hosted guests at the Furla Mansion for an Italian aperitivo followed by a poolside party with music by Hannah Bronfman. At the center of the festivities was the Furla Ducale bag, a limited-edition crossbody in a desert-ready leopard print. After attending the festivities ourselves, we took the opportunity to speak to Fabio Fusi, the brand’s creative director, on the bag and why music is such a core part of the brand’s identity.

Why is Coachella important to Furla? How does music influence your designs?

As a company, we are deeply inspired by music, which is a universal language transcending time, place, age, and more. The joyful creativity that we express in our collections is very similar to musical expression.

Is there a particular song that represents the Furla girl?

“Nothing Compares 2 U” by Sinead O’Connor. It’s our love statement to our customers.

The Furla Ducale was the centerpiece of this weekend’s activations. Tell me more about that bag and why it was perfect for Coachella weekend.

The #furladesertvibes Ducale is a seductive bag full of glam, and it’s ideal for a musical festival because of its capacity and functionality that allows for freedom to move and dance.

It is a limited-edition messenger bag. The body is a jacquard leopard-print textile with leather contours and a scalloped metallic closure. The flower and stone applique evoke the Palm Springs desert mood. The strap is adjustable—perfect for swaying to music or having an aperitivo poolside. The 100 limited- edition bags have an engraved numbered plate inside the interior pocket.

What are the top three bag styles everyone should own? 

From day to night, a tote, a crossbody, and a clutch.

How do Italians style their accessories differently than American women?

It’s difficult to say. I think everyone has their own style not necessarily linked to the original country. I would say that, in Italy, we are more “bon ton” or classically fashionable, while American women are more eccentric.

Why do you think the Metropolis bag has been so successful?

Because the Metropolis bag is the perfect mix of glamour and functionality and speaks to a wide variety of women. We are constantly playing with making our Metropolis feel fresh and new. Each variation of Metropolis bag can fit the personality of its owner.

What's next for Furla?

To continue to be a reference in the lifestyle brand scenario and to continue our growth in all the product categories—not only in the ones that are our core today.

Next up, check out the street style scene at Coachella.

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