Hazine

01.05.2016 - Katherine Koniecki

Label

FERRETTI FIXATION

SUN BURNT SANDS AND ADVENTURE SEEKING NOMADS SUPPLY ALBERTA FERRETTI WITH A NARRATIVE THAT NEVER MISSES SIGHT OF THE FREE SPIRIT.

Alberta Ferretti the designer and Alberta Ferretti the brand operate in unison as landscapes and centuries turn over each collection with equal finesse. Dresses are at the heart of Alberta Ferretti, which has gained brand notoriety for lavish elements like ostrich feather cocktail dresses and diamond encrusted bridal gowns. Themes explore a mix of golden aged glamour and exotic bohemia to root the Italian craft. An unmistakable eye for detail meanwhile operates with careful calibration beyond the collections to unite all brand facets in a bigger picture.

NOMADIC TRAILBLAZERS

Far off places set the scene for Alberta Ferretti’s collection presentations. The Nevada desert and unadulterated soil mixes seamlessly with the Victorian regal embroidery and old Hollywood glam. Alberta Ferretti’s alchemy imagines the brand’s female archetype, a nomadic wanderer. Symbols, ancient motifs and animal prints parlay her design philosophy with a “no rules” approach that evokes each collection. Her dresses drip red carpet appeal with tulle and silk threads. On the fringes of barren planes, Alberta Ferretti’s use of fabrics from chiffon to suede, frays and decorative beading bring forth a youthful exuberance that fits in with the starlets and it girls from both Saharan Desert and Palm Springs Coachella tribes.

LABEL ELEVATION

As the woman behind her brand, Alberta Ferretti’s business sense was solidly established long before her eponymous collection launch in 1972. She opened her first boutique in 1968 in Cattolica, Italy, a small town near the Adriatic coast where she keeps her studio away from the Milanese buzz. In 1988 she established Aeffe S.p.A., an apparel production and marketing group with her brother, Mossimo. As the creative and strategic lead of Aeffe S.p.A., Alberta Ferretti oversees the business decisions of multiple notable brands like Moschino and Pollini. Within her own brand the ready-to-wear, sportswear, and a bridal divisions of her company have reached prominent global markets. Luxury prevails throughout the brand anatomy and Alberta Ferretti’s world exudes the essence of treasure seeking and finding. In the tiny Italian town of Montegridolfo, she restored and transformed a crumbling 13th century hilltop palace into a luxury hotel, a labour of love which stands for the quintessential la dolce vita that bridges Alberta Ferretti’s multifarious domain.

Short Facts

Trademark

Dressmaking is at the core of Alberta Ferretti’s collections and she creates gowns and cocktail dresses with a watchful craft. Italian precision and fine fabrics paired with exotic trims like ostrich feathers, crystals and embroidery make for standout pieces that travel in celebrity flocks across the red carpet during award season.

Distinctiveness

Alberta Ferretti is more than a standalone brand. As the Vice Chairman and Chief Executive of her group, Aeffe S.p.A., she manages the production and marketing of brands with a common integrity.

Awards And Recognition

Alberta Ferretti gowns are a favourite on the red carpet and countless actresses have won awards wearing her creations. In 2005 she was awarded a Lifetime Achievement award by the mayor of Rome for her contribution to fashion.

Anecdote

True to her roots, Alberta Ferretti’s design character was greatly influenced by the great Italian filmmaker Federico Fellini. Her love for film translated into her kaftan design work for Madonna’s acting role in the film, “Swept Away”.

Alberta Ferretti SS16 Show

Timeline

1972 - Label Launch

Alberta Ferretti launches her namesake brand and shows the collection for the first time in Milan in 1981.

1984 - Diffusion Philosophy

She launches Ferretti Jeans Philosophy, a diffusion line for a younger demographic, which she renames Philosophy di Alberta Ferretti and makes it the brand’s ready to wear division in 1994.

1988 - Aeffe S.p.A.

Alberta Ferretti co-founds Aeffe S.p.A., a clothing and accessory marketing and production company, which she starts with her brother Mossimo.

1994 - Luxury Rooms

The designer turns a 13th century palace into a luxury hotel in Montegridolfo, Italy.

2001 - Aeffe Growth

Aeffe S.p.A. expands to acquire the brand Pollini.

2009 - Bridal

The designer launches a bridal collection, Alberta Ferretti Forever. In the same year the brand’s first U.S. flagship store opens on Melrose Avenue in L.A along with a first fragrance launch.

2013 - India Expansion

Under her company, Aeffe Group, Alberta Ferretti and a portfolio of brands such as Pollini and Moschino prepare to enter the Indian market.

2016 - Jeddah

Alberta Ferretti presents “Creating an Enduring Style Statement” as part of the Vogue Fashion Experience in Jeddah, Saudi Arabia. In January of this year she releases a short film shot in Venice featuring her limited edition collection.

Photo:

© Imaxtree

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