The Italian Bag Brand That's Showing Up Everywhere

A few weeks ago inside the courtyard of Milan’s seventeenth century Palazzo Cusani, Italian-based brand Furla presented its S/S 17 presentation to a group of fashion editors and influencers (gelato-devouring author included). The bags and shoes were displayed on sustainable cardboard mounts amongst planters of rainbow-colour flowers that spilt out onto the plank walkways—an enchanting manner to experience a new collection no doubt. The hors d’oeuvres and rosé didn’t hurt, either.

Keep scrolling for a peek at Furla’s new collection! 

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I arrived at the scene just as the sun was beginning to set. After perusing (also known as Snapchatting) my surroundings, I was introduced to Furla’s creative director Fabio Fusi. Well-dressed with clear-framed glasses, quiet, and adorably quirky, Fusi was everything you’d imagine a creative director to be. His inspiration for the collection was equally as endearing—animals found in the rainforest. "Fresh, youthful, and animated," he told me. "I want my collection to reflect the woman who is wearing it." The bag shapes are pared down (I’d describe them as sophisticated and simple), however, the real magic is in the prints—50 exclusive ones, to be exact. They feature jungle regulars like panthers, monkeys, zebras, and parrots, and evoke a playful spirit that admittedly had me reconsidering my wardrobe full of neutral purses.

If you haven’t heard of Furla, here's a little history. Though the brand has been around since 1927, their current largest market is Japan, in large part a result of Giovanna Furlanetto’s visit to the country in 1990; an accomplishment the founders’ daughter later told me was "an honour" for her. The company recently set its sights on the American market, opening a flagship store on Fifth Avenue just last year. They’ve also had notable names carry the brand, including countless influencers like Shea Marie and Sofie Valkiers all the way to big-time celebs such as Gigi Hadid.

The price point is what’s the real deal-sealer. Due to its convenient geographic positioning near the very best Italian tanneries and factories, Furla is capable of offering their luxury-quality bags at a lower cost—and they do. I visited their factory in Florence (Firenze, if you’re fancy) and can say firsthand that the craftsmanship that goes into these pieces is every bit luxurious. It’s a special place to be if you understand the business of leather bags, and it’s one that Fusi and Furlanetto both stressed to me is what makes Furla so unique during our conversations in Milan.

If I’ve piqued your bag-loving interest, keep scrolling to see more from Furla's S/S 17 collection, and be sure to check out their current offerings, too.

Want to know the other arm candy of the season? Check out our list of the most important designer bags right now.

Who What Wear was not compensated for this post.