A press launch and a get together: that is all Salvatore Ferragamo needed to efficiently launch their lush new women’s scent, Signorina. But digital occasions name for extra inspired strategy and so Ferragamo added another dimension: a brand new webpage.
The positioning, which formally launched on Monday, is dubbed “The ladies About Town.” True to it’s name, TGAT focuses on the inspirations and exploits of ‘it ladies’ similar to Alexandra and Theodora Richards, Bianca Balti, Lauren Remington Platt, and Rachel Chandler Guinness. These ladies who lunch and dine and occasion get up close and private on TGAT by sharing their favourite meals, outfits and household anecdotes. Together, these summary bits of information create a cohesive picture of who this site targets: fashionable, younger women who love life and live it with gusto. But more to the point, it appears to echo the spirit of the fragrance behind it: luxe, vigorous and brimming with type.
But if the site appears restricted in enchantment to socialites and those that love them, don’t be fooled. A tiny name to arms on the higher right page asking ‘You’ to be an It Woman reveals main plans for expanding past that. I caught up with Vincent Ottomanelli, president of Ferragamo, USA to discuss those plans and dig just a little deeper. See our Q&A below.
Zandile Blay: What can we anticipate to see on The ladies About City web site?
Vincent Ottomanelli: The girls About Town site will give viewers an intimate glimpse into the lives of among the world’s most interesting and chic women that embody the qualities of a Ferragamo Signorina. Endless content material from magnificence tricks to favorite playlists and sizzling spots will be shared through video, pictures and text.
ZB: How does it embody the Signorina lady?
VO: The women chosen for the site are all women who discover life with enthusiasm and keenness, are younger at heart and spirited and are all inherently refined with cultural backgrounds… that are the qualities that Artistic Director Massimilano Giometti’s “signorina” embodies.
ZB: What’s the difference in content between TGAT holding site and it’s Tumblr page it forwards to?
VO: There isn’t any actual difference in content…Tumblr is the platform to host the site, TGAT.
ZB: Why Theodora, Alexandra, Bianca, Lauren and Rachel for the scent and the location?
VO: [They all embody the fragrance] and Bianca Balti was chosen because the face of Signorina, by Creative Director Massimilano Giometti. He said, “I immediately thought of Bianca when it got here to deciding who ought to signify the brand new fragrance. Bianca is a strikingly stunning lady, however one with a effectively-outlined persona and sensibility. Strong and determined however with a typically Italian natural sensuality. A younger lady who perfectly symbolizes modernity and elegance.
ZB: Can we look forward to seeing any others celebs/socialites on TGAT?
VO: Keep tuned, as the site will continually to shock followers with dynamic posts from different Ladies About City nationwide!