A press release and a get together: that is all Salvatore Ferragamo wanted to efficiently launch their lush new ladies’s scent, Signorina. However digital times name for more inspired strategy and so Ferragamo added one other dimension: a brand new webpage.
The location, which formally launched on Monday, is dubbed “The girls About Town.” True to it’s identify, TGAT focuses on the inspirations and exploits of ‘it women’ similar to Alexandra and Theodora Richards, Bianca Balti, Lauren Remington Platt, and Rachel Chandler Guinness. These ladies who lunch and dine and social gathering stand up close and private on TGAT by sharing their favourite meals, outfits and family anecdotes. Together, these summary bits of data create a cohesive image of who this site targets: stylish, younger ladies who love life and dwell it with gusto. Yet extra to the point, it appears to echo the spirit of the fragrance behind it: luxe, vigorous and brimming with style.
But if the positioning seems restricted in enchantment to socialites and people who love them, do not be fooled. A tiny name to arms on the higher proper page asking ‘You’ to be an It Woman shows main plans for increasing past that. I caught up with Vincent Ottomanelli, president of Ferragamo, USA to debate these plans and dig just a little deeper. See our Q&A beneath.
Zandile Blay: What can we count on to see on The women About Town webpage?
Vincent Ottomanelli: The girls About Town site will give viewers an intimate glimpse into the lives of a few of the world’s most attention-grabbing and chic women that embody the qualities of a Ferragamo Signorina. Countless content material from beauty tricks to favourite playlists and sizzling spots might be shared through video, images and text.
ZB: How does it embody the Signorina girl?
VO: The girls chosen for the positioning are all girls who discover life with enthusiasm and passion, are younger at coronary heart and spirited and are all inherently refined with cultural backgrounds… that are the qualities that Creative Director Massimilano Giometti’s “signorina” embodies.
ZB: What’s the difference in content between TGAT holding site and it is Tumblr page it forwards to?
VO: There isn’t a actual distinction in content…Tumblr is the platform to host the positioning, TGAT.
ZB: Why Theodora, Alexandra, Bianca, Lauren and Rachel for the scent and the location?
VO: [All of them embody the fragrance] and Bianca Balti was chosen because the face of Signorina, by Artistic Director Massimilano Giometti. He mentioned, “I immediately considered Bianca when it got here to deciding who should characterize the brand new fragrance. Bianca is a strikingly beautiful girl, but one with a effectively-outlined character and sensibility. Sturdy and decided but with a usually Italian pure sensuality. A young girl who perfectly symbolizes modernity and elegance.
ZB: Can we look ahead to seeing any others celebs/socialites on TGAT?
VO: Keep tuned, as the positioning will regularly to surprise followers with dynamic posts from other Women About Town nationwide!