Ferragamo’s new, young designer steeps tradition with fresh modern energy

MILAN – Sometimes an obsession is a good thing. At least if your name is Massimiliano Giornetti and you design clothes for the steeped-in-tradition Ferragamo label.

“I am obsessed with elegance and beauty,” said the new creative director of the Florentine brand famous for its shoes and scarves, after a much-applauded show.

His goal is to reinvent the classic Ferragamo silhouette and give it a fresh modern energy “step by step.”

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The designer is certainly headed in the right direction with his spring-summer 2012 menswear collection unveiled Sunday.

Inspired by the compelling nonchalance of a 1930s artist – Pablo Picasso fits the picture – Giornetti creates a wardrobe that is elegant, but never stuffy.

His summer man sports a double-breasted suit with a shirt in the same material and high-waisted trousers with pleats. He strolls through life wearing a frayed raffia hat, vintage shades, and classic Derby shoes that allow him to escape into his romantic world.

Styles flow one into the other. A jacket resembles a shirt, a dressing gown morphs into a loose-knit cardigan, and a pair of canvas shoes double as slippers.

Materials range from hemp to washed fabrics with a sun-bleached effect. Colors are quiet beige and ivory, pastel greys, and eclectic navy blue.

“My dream is to create a new lifestyle with each collection where beauty and joy give new energy to the hectic world we live in,” the 37-year-old designer said.

We’re with you, Massimiliano.

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