Furla has officially started rolling out its new Cruise 2018 collection, and we are blown away by variety in the latest designs. The Italian leather goods brand has created a campaign called “The Furla Society,” which features six drops of different mini-collections the represent women’s unique personalities.
Video director Ujin Lin and still-life photographer Nico Bustos have created custom imagery and personas for each individual “character,” including the currently-released “Jungle Cat,” “Aruba,” and “Floris.”
How do these human personalities tie back to the bags, wallets, and cosmetics cases? Well, they are decorated with wildly different patterns to represent those creative muses we see come to life in the films. For example, if you love bright colors and beach vibes, you’ll gravitate towards the Aruba line. But if you enjoy a humorous or quirky accessory, Jungle Cat’s crossbody bags will bring a smile to your face.
In timing with the creative new campaign, Furla is also releasing a quiz-style shopping game that matches shoppers to their handbag soul mates through shared character traits. It’s perfect if you really can’t decide if you love Floris’ peacock and butterfly patterns more than Aruba’s snakeskin designs.
While you can expect the Cruise collection to include the same high quality goods you’re used to from Furla, this whimsical ad idea is something new for the brand. And they know it.
“The campaign is the first to reflect the brand’s new business strategy and direction, which is focused on affirming Furla’s position as the primary Italian accessories brand through consumer engagement and a consistent, fun and engaging tone of voice,” said Furla’s Chief Executive Officer Alberto Camerlengo.
There are still designs in the Cruise 2018 line that have yet to be revealed. We expect them to be just as fun as these first three. Make sure to keep an eye out for the new “characters,” coming soon throughout the holiday season.