Chiara Ferragni launches her first sunglasses and expands her collection RTW – WWD

MILAN — Chiara Ferragni continues to expand her product offering, launching her first total look collection under her eponymous brand for fall 2021 and her first eyewear capsule, produced by Luxottica.

The fall clothing collection is the first to be produced by Swinger International, which also owns Genny and has long made the Versace Jeans Couture line. The license with Swinger International was signed last year for the production of Chiara Ferragni ready-to-wear, handbags and accessories. The shoes will continue to be produced by Mofra, the former apparel and accessories licensee.

Showcasing blazers and suits, Ferragni in a Zoom interview said she wanted to “pay homage to determined, independent women.” The collection is inspired by the world of motor racing and she said the women she cares for “drive their own lives”, adding that she hopes her clothes will help them deliver “the best versions of themselves”. In line with the brand’s image, the collection “has a playful, sexy and feminine vibe,” Ferragni said.

The license is part of a strategy Ferragni has put in place to modernize his label, moving the product away from the concept of “merchandising with a logo” for his fans – a group that on Instagram now totals 22.6 million.

The CFRacing logo adorns shimmering eco-leather biker jackets, juxtaposed with classic flared pants or cotton Oxford shirts. A 3D print embellishes the jersey tops with a vintage effect. There are a number of activewear pieces, ranging from sweatshirts, joggers and leggings with the CFTeam print in neon colors. The Eyelike symbol and the CFMascotte add their distinctive touch, the latter for example in jacquard embroidery on knitwear.

A look from the Chiara Ferragni fall 2021 collection.
courtesy picture

The collection will not be shown as part of Milan Fashion Week this month, given pandemic restrictions and the fact that Ferragni is in the latter part of her pregnancy with her second child.

Speaking about her eyewear collection, Ferragni said sunglasses have always been “a staple” in her wardrobe. “It was very important to me when creating this collection that they were an accessory that could enhance any outfit.”

Ferragni’s sunglasses collection will be available from March 8 at Sunglass Hut and in Italy at Salmoiraghi & Viganò stores, the two chains controlled by Luxottica, as well as through their online channels. The glasses will also be sold on and the company will start teasing the models on social media this week.

Ferragni said she chose Luxottica and Sunglass Hut based on a long history with the two, including a number of styling tips for Sunglass Hut in the past, and a visit to the manufacturing plant of Luxottica in Agordo in 2018, visiting the place with none other than founder and chairman Leonardo Del Vecchio. “It was so interesting, I saw the techniques, the steps needed to create the designs, the craftsmanship of the craftsmen and the huge archives,” she reflected.

While she’s collected an indeterminate number of sunglasses over the years, Ferragni vividly remembers her first pair, bought in the Italian city of Cremona when she was 13 with her pocket money. “They made me feel grown up, I felt so cool wearing them,” she recalled.

In fact, she thinks one of the two designs she designed with Luxottica was inspired by that first pair, featuring a 1990s silhouette.

Chiara Ferragni

Chiara Ferragni wearing the new sunglasses produced by Luxottica.
courtesy picture

“I love glasses, they are one of my favorite accessories, and I think this collection will offer something for everyone that can be adapted to everyone. They define a look, they make you feel good, more relaxed and help you cover up when you’re not feeling well.

One style, dubbed ‘Cool Eye’, which comes in four colors and a black lens, takes a fresh take on the classic cat-eye frame, with a more structural look and feel. The other design, dubbed “Bold Eye”, in three colors and a black lens, features an elongated rectangle with soft rounded edges. The colors range from pink to green, but also black and white. Both temples are branded with the brand logo on the outside and printed with “Chiara Ferragni Collection” on the inside of the temple.

Ferragni said she believes these frames “can go with any look” and “can suit a variety of face shapes, personal fashion styles and personalities.” She also aims to offer a high-quality yet affordable collection, as each pair retails for $139.

The Chiara Ferragni brand was launched in 2013 as a footwear brand and gradually introduced t-shirts and sweatshirts.

There are Chiara Ferragni stores in Milan, Paris, Cortina, Hong Kong, Shanghai and Hangzhou.

As she continues to grow her social network, Ferragni has long moved away from the simple role of influencer, racking up modeling deals and in 2017 taking on the role of president and CEO of TBS, the company behind her. manages. The blonde salad blog and activities. Ferragni is also CEO and creative director of Serendipity, which runs her eponymous line.

Thanks to the new strategic asset and the license, and to “a very cautious business plan”, the objective is to reach a turnover of 15.4 million euros in 2025 with a net profit of 4 .4 million, and an earnings before interest, tax, depreciation and amortization margin of 44 percent.

In November, the company signed three agreements to bolster its offerings. Velmar SpA, owned by the Aeffe Group, signed a multi-year license agreement that month with Chiara Ferragni for the production and distribution of underwear and beachwear for fall 2021. Velmar produces collections for Custo Barcelona under a license agreement.

Ferragni also revealed a five-year licensing deal with Italian high-end childrenswear specialist Monnalisa to create clothes for children up to 10 years old from the fall 2021 collection.

That same month, Lancôme unveiled a new collaboration with Ferragni, after a first make-up capsule collection in partnership in May 2019.

In May or June, Ferragni will launch another food project, but she said it was too early to disclose details. This follows a capsule launched in 2020 with Oreo, the proceeds of which were donated to a hospital in Bergamo, one of the Italian cities hardest hit by the COVID-19 pandemic. She was the brand’s mum, but Ferragni is not new to such collaborations, having worked with Evian and Ladurée in the past.

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