An elegant step into Chengdu

In 1994, Italian brand Ferragamo opened its first boutique on the Chinese mainland at Maison Mode in Shanghai, becoming one of the first luxury brands to enter the Chinese market.

Reflecting on this, Leonardo Ferragamo, the executive chairman of the Ferragamo Group and son of Salvatore Ferragamo, founder of the brand, says, "It was definitely the most important moment when we made the decision to open the first shop in Shanghai, because there were no fashion or luxury brands there. Yet, we believed in Chinese culture and what was happening in China. It was not an easy decision, but a great decision."

He was excited to visit Shanghai before the store opened. "There were not many skyscrapers, but a lot of construction. We were among the very first luxury brands to open stores in China," he says.

Over the past few decades, he has returned to China more than a dozen times. A landmark event was the brand's 2005 runway show inside the Forbidden City in Beijing, a seminal moment that redefined the boundaries between luxury fashion and cultural dialogue.

His most recent visit was to Chengdu, the emerging metropolis in Southwest China's Sichuan province, early this month, to open the new flagship store at International Finance Square. Spanning nearly 1,000 square meters, it is Ferragamo's biggest store in Asia.

A perfect blend of creativity and craftsmanship, the boutique offers guests a refined, exclusive shopping experience infused with modern Italian flair.

Ferragamo chose Vincent van Duysen for the architectural project, whose distinctive signature is both rational and sensual. Van Duysen stands for essential elegance, always closely tied to materials and the senses, aligning perfectly with Ferragamo's creative spirit.

The boutique inside the mall is divided into two floors, occupying a corner location adjacent to one of the main entrances. The facade runs the entire length and rises all the way to the upper level, creating a striking architectural effect.

Drawing from Ferragamo's strong heritage in Florence, the "Bugnato" pattern, an architectural element closely associated with the Tuscan city, was selected for the facade.

At street level and along the pedestrian walkway, the design offers full visibility into the store, allowing the interior space and products to take center stage, so that passersby can fully appreciate the brand's heritage and craftsmanship.

Inside the attentively designed boutique, the first floor is dedicated to the latest handbag and footwear collections for men and women, with a special display that highlights the newest shoe collection, featuring the iconic Vara bow. Each shoe style is presented in a way to enhance its aesthetics and details.

The second floor houses the brand's carefully curated ready-to-wear clothing, footwear and accessories collections for men and women. There is also an intimate VIP lounge that provides a relaxing and exclusive shopping experience.

In addition, the second floor hosts a space dedicated to Ferragamo's limited-edition heritage footwear selection, bringing together legendary designs, such as the rainbow shoe created for Judy Garland, the Neiman Marcus award-winning "invisible" sandal, the red heels designed for Marilyn Monroe, the bow-adorned pumps for Gloria Swanson, and the famous ballet flats for Audrey Hepburn.

A journey through this section reminds visitors of the brand's enduring connection with the style icons who chose Ferragamo.

The flagship store also offers a personalized "Made-to-Order" service for the hallmark men's Tramezza footwear collection. Clients are invited to select fine leathers and the highest-quality hardware, with the option of engraving their own initials, making the shoes unique, while enjoying the century-old craftsmanship that has made Ferragamo renowned throughout the world.

"Chengdu is a city with a rich tradition of culture and quality, and it has always shown great interest in Ferragamo. We have numerous local and international customers from Chengdu, so it was a clear decision to open our most significant section here," Leonardo Ferragamo shares with China Daily inside the store, which he is immensely proud of.

"The city has developed beautifully since my first visit in the mid-1990s, maintaining its atmosphere and quality landscape. It's a very pleasant, open city.

"There is no better way to celebrate 30 years in China. Here, you can experience the entire world of Ferragamo presented in a modern way. Shoppers can see not only the latest collection but also all the significant works we have done. Our efforts truly capture the best inspiration from our heritage, while presenting a very contemporary Ferragamo."

Leonardo Ferragamo expresses admiration for China's progress over the years and is optimistic about its future. "In the medium to long term, I'm very confident. China and Italy share many values, such as the importance of family and resilience. We are hard workers, ambitious and inventive. China has always been a great luxury manufacturer and exporter. Some of the most beautiful things, such as jade, silk, porcelain and lacquer, have come from China, just as we have exported leather goods, fashion and innovation," he says.

He hopes to strengthen the bond between Italian and Chinese cultural values in the years to come.

Gathered to inaugurate the new boutique were Gao Yuanyuan, the brand ambassador for China and Southeast Asia-Pacific, actors Chen Xingxu and Chen Jingke, and singer-actor Yin Haoyu, who jointly celebrated this milestone in the house's 30-year journey in China. As the brand ambassador, Gao embodies the Ferragamo woman — joyful, elegant, powerful and contemporary, with a rich cultural background.

Leonardo Ferragamo notes that the brand's customer base has become younger. "We are dealing with consumers who are knowledgeable, attentive and demanding. People are well-informed about global trends and compare different brands, styles and prices."

To meet the expectations of younger consumers, the brand continues to evolve. With Maximilian Davis appointed as creative director in 2022, he draws inspiration from the archives to create new designs. "I believe in evolution. Sometimes it's rapid, but often it's about refining without drastic changes. Style, which drives Ferragamo's global presentation, is an ongoing journey. We must perfect and improve consistently, with coherence and continuity, which are the driving forces of our history."

Leonardo Ferragamo emphasizes the brand's unique qualities: "What sets us apart is the DNA of my family — the identity, elegance, innovation and quality. Shoes are the cornerstone of Ferragamo. The company began with shoemaking, which is a complex process. Shoes must combine beauty, innovation and elegance with functionality. They must be comfortable, durable, and instill confidence.

"Being a craftsman is a mindset. It involves attention to detail, perfection and innovation, using the best tools available while evolving."