Furla heads into the long run with its new Linea Futura line

The Italian label’s newest launch is entrance and centre of a surreal shoot that celebrates its focus on sustainability

There’s all the time a variety of speak of revered 90s and 00s manufacturers making ‘a comeback’ for our Y2K-obsessed period, however Italian heritage label Furla by no means actually went away. Though it was first launched nearly one entire century in the past, the model’s slick leather-based luggage and equipment have all the time been a go-to for these within the know, because it boomed to wider prominence within the 90s. In 2022, nevertheless, a brand new technology of trend followers are embracing Furla

Now, Furla is popping its consideration to a brand new assortment of baggage, designed to seize its playful, dynamic spirit and conflict that with the performance and clear aesthetic it’s recognized for. Step ahead the Linea Futura tote. In a mess of vivid, zesty colors, and two sizes – together with one diminutive, Y2K-appropriate mini model – the model is crafted from repurposed leather-based upcycled from offcuts scooped from the surfaces of its tanneries.

With sustainability an enormous focus for Furla, the environmental impression of the merchandise is lessened additional by means of modern processes from the Linea Futura’s very genesis. That salvaged leather-based is tanned utilizing a stripped-back tanning course of which reduces the heavy metals concerned – significantly chromium, which is supremely poisonous and detrimental to the atmosphere. Naturally, when the model is full, Furla’s label is stamped loud and proud throughout its entrance.

Capturing the vibrancy of the Linea Futura now comes a daring shoot created in collaboration with Dazed. Across the scrappy, DIY editorial – which appears to be like prefer it may have been ripped direct from the pages of a late-90s version of the journal – rising mannequin Georgia Moot throws the blown-up bag within the air, steps right into a supersized version, and finds herself replicated endlessly throughout a collage-like picture. In one other significantly impactive photograph, her hair defies gravity, because the Linea Futura pulls her plaits skyward (assume the helium balloon second from Up, however make it trend). 

Lensed by photographer Boris Ovini, the purpose was to painting the bag’s playfulness, whereas tapping into its sustainable attributes. “It’s a visual representation of the notions of recycling and reusing, repetition, products becoming other objects, a bag becoming something other than a bag in quite a surreal way,” explains artwork director Bessie Armitage. “We wanted it to feel fun and experimental, energetic and uplifted. Boris works with perspective and has this super playful approach to his work.”

Check out the entire shoot within the gallery above, and head right here to buy the Furla Linea Futura.

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