Why Ferragamo decided three creative directors were better than one after Massimiliano Giornetti’s departure

Fashion label’s appointment of Paul Andrew, Fulvio Rigoni and Guillaume Meilland to lead design of its three most important product categories is a strategy to ward off designer fatigue

PUBLISHED : Friday, 02 December, 2016, 7:04pm
UPDATED : Tuesday, 06 December, 2016, 5:35pm

Some luxury brands, such as Gucci and Valentino, promote in-house unknowns to become creative directors, while others, such as Lanvin and Saint Laurent, have selected rising stars in Bouchra Jarrar and Anthony Vacarello.

Ferragamo, however, has adopted a different strategy since its men’s and women’s creative director Massimiliano Giornetti stepped down in March after 16 years.

New York-based cobbler Paul Andrew was a surprise appointment as the label’s first design director of women’s footwear. Then Fulvio Rigoni, from Ferragamo’s women’s team, took over as design director for women. He unveiled his first collection in September.

Last week, Ferragamo appointed Guillaume Meilland as design director of men’s ready-to-wear. Meilland started out in 2002 at Louis Vuitton menswear and has worked on several other prestigious lines, including at Yves Saint Laurent and Lanvin. His Ferragamo menswear debut will be in January.

Ferragamo’s strategy of different designers for its three most important categories might be the way to keep things fresh in a business where the pace of change takes its toll.