Furla 2006 campaign by Studio Poli
Furla, maker of luxury handbags, shoes and other accessories, has recruited its own staff to star in its 2006 advertising campaign. No supermodels were put out of work because of the decision -- Furla normally focuses on its products in its ads. The idea came about when Furla discovered that of its 600 staff worldwide, 80% were women and their average age was 34. During Milan Fashion week, art director Giorgio Poli corralled a few of them to be photographed for the campaign, including Giovanna Furlanetto, the company's president. The result is a campaign that retains Furla's identity with classic still-life photos of bags, but introduces the concept of a feminine company, with products designed by women for women. This image shows Luana Scarano, sales manager at the shoe division of Furla Italia.