Ferragamo in O.C.
Massimo Ferragamo, chairman of Salvatore Ferragamo U.S.A. and son of the legendary shoe designer, was on hand at the opening of “A Love Affair With Shoes,” an exhibit of vintage Ferragamo shoes and archival Hollywood photographs currently on display at upscale shopping center South Coast Plaza in Costa Mesa, Calif.
The Sept. 30 event kicked off the exhibition, sponsored by the Orange County Performing Arts Center and held in conjunction with the Italian Trade Commission. South Coast Plaza and the Italian Trade Commission also joined forces to present a month-long celebration called Italian Luxury & Design, which features trunk shows, book signings, wine tastings and cooking demonstrations.
The Ferragamo showcase, which runs through Oct. 10, mirrors similar exhibitions held in New York. This is the first time pieces from the Ferragamo archive have been shown outside a museum setting or in one of Ferragamo’s boutiques. Shoes featured in the exhibit include those designed for Marilyn Monroe, Lana Turner, Judy Garland and Madonna.
“Southern California has always been a very strong market for us,” Massimo Ferragamo said. “Hollywood is important for many companies. My father started in Hollywood, so I don’t have to tell you how important it is for Ferragamo.”
South Coast Plaza, with its upscale stores, lends itself to this type of exhibition, he continued.
“The exhibition is to communicate the background of what’s behind the brand of Ferragamo—not many people have the fortune of having such a history,” he said. “When you know that there is a history and a background of such importance, then you are more intrigued of what’s happening now.”
The company is currently planning to renovate its stores in Orange County, Beverly Hills and San Francisco, said Ferragamo, adding that the renovations should be complete within the next two years. —Alison A. Nieder
