Furla Unveils New Artistic Direction Amid Milan Fashion Week
Milan, Italy – On September 26, 2025, the vibrant atmosphere of Milan Fashion Week was further enriched by the opening of “Under the Sun, Beyond the Skin,” a solo exhibition by artist Sara Enrico. This event, held in collaboration with Furla, Fondazione Furla, and the Galleria d’Arte Moderna di Milano, marks a significant intersection of contemporary art and fashion, showcasing how these two realms can coexist and inspire one another.
A Unique Artistic Installation
Set against the picturesque backdrop of the Villa Reale gardens, Enrico’s installation aims to foster a dialogue between nature and artifice. The exhibition features a series of sculptures that create a “landscape within the landscape,” inviting viewers to contemplate the delicate balance between organic growth and human intervention. This theme resonates deeply in today’s world, where the relationship between nature and urban development is increasingly scrutinized.
Bruna Roccasalva, the exhibition’s curator, emphasized the importance of this duality, stating that Enrico’s work challenges visitors to reflect on the boundaries between the natural and the synthetic. The installation not only enhances the garden’s beauty but also provokes thought about our environmental responsibilities.
Furla’s Strategic Revival
The exhibition provided a platform for FashionNetwork.com to engage with Eraldo Poletto, Furla’s CEO, who returned to the company in 2024 after a previous tenure from 2010 to 2016. Poletto’s leadership comes at a crucial time for Furla, which has been navigating a challenging market landscape.
“The initial priority was to stabilize the company after a difficult period,” Poletto explained. “Now, we are ready for a relaunch focused on our products and communications, particularly through social media, to connect with a younger audience.” This strategic pivot reflects a broader trend in the fashion industry, where brands are increasingly leveraging digital platforms to engage consumers.
Iconic Products and Market Focus
Central to Furla’s revival strategy is the emphasis on a select range of iconic products. Poletto highlighted the importance of the new Iride model, which aims to become a staple akin to the brand’s classic Metropolis bag. The Iride was tested in select stores last December, receiving positive feedback, which bodes well for its future success.
At Milan Fashion Week, Furla showcased a limited-edition Iride, reimagined with unique materials and eye-catching details, such as studs and teddy-effect fabric. This innovative approach not only revitalizes a classic design but also aligns with current consumer preferences for distinctive and personalized products.
Expanding Horizons: E-Commerce and Global Markets
In addition to product innovation, Poletto outlined Furla’s focus on expanding its presence in key markets, including Europe, Japan, and Southeast Asia. The brand is also prioritizing e-commerce, which currently accounts for a double-digit share of sales. “We want to strengthen our online presence further,” he noted, reflecting a significant shift in consumer shopping habits accelerated by the pandemic.
Despite these ambitious plans, Poletto indicated that no new store openings are on the horizon. Instead, Furla is concentrating on optimizing its existing network of over 150 mono-brand stores. “We are defining a new store concept and closing underperforming locations,” he explained, underscoring a strategic approach to retail that prioritizes quality over quantity.
Pricing Strategy and Market Opportunities
Furla’s pricing strategy has also evolved, with a focus on a premium tier that averages around €350. Poletto aims for the perceived value of their products to exceed their actual price, a tactic that could enhance brand loyalty and consumer satisfaction. “Today, the market offers many opportunities for premium brands; we need to ride this momentum,” he concluded.
This approach aligns with a broader trend in the luxury sector, where consumers are increasingly seeking value and quality in their purchases. By positioning itself as a premium brand, Furla is well-placed to attract discerning customers who appreciate craftsmanship and design.
Conclusion
The opening of “Under the Sun, Beyond the Skin” not only highlights the innovative spirit of contemporary art but also serves as a backdrop for Furla’s strategic revival. Under Eraldo Poletto’s leadership, the brand is poised to navigate the complexities of the modern fashion landscape, focusing on iconic products, e-commerce growth, and a premium pricing strategy. As Furla embraces this new chapter, it remains committed to fostering a dialogue between art and fashion, enriching both industries in the process.
