Posted by Mark J. Miller on June 18, 2012 11:52 AM
Salvatore Ferragamo has become the first fashion house to have a full-out catwalk show at the iconic Louvre museum in Paris. The honor came about after the family company from Florence sponsored the current exhibition of “La Sainte Anne, Leonardo da Vinci’s Ultimate Masterpiece,” according to the New York Times.
“Having a runway show inside the Louvre has a meaning that goes beyond the simple concept of fashion,” creative director Massimiliano Giornetti told the Times about the 2013 resort collection's esteemed showcase. “It is a statement, a continuation of a long tradition of beauty and sensibility, of passion and a love of art. It’s a very positive message. A way to reaffirm our Italian spirit and our culture.”
Chanel had a similar idea, taking over "the majestic gardens of Versailles last month for its cruise collection,” as the Times put it.
The opening of the Leonardo exhibition at the Louvre this spring found such folks as Hilary Swank and Virginie Ledoyen in attendance, the Times notes. And Ferragamo got a little extra celebrity boost during the Cannes International Film Festival when Robert Pattinson and actress Kim Hyo-Jin sported the brand.
Every bit of marketing helps since the company is eager to expand, particularly in China, where it's planning to grow from 58 stores in 33 cities currently to eight more cities in the next three to five years.