Alberta Ferretti pays homage to the region of Emilia-Romagna

A homage to Romagna, to the strength of its inhabitants, its history, and the beauty of its land, which from today rhymes with resilience. Thirty-two volunteers, boys and girls, have been actively involved in the area these days and closed the Alberta Ferretti cruise 2024 fashion show against the backdrop of Castel Sismondo, home of the Fellini Museum in Rimini’s historic center. They wear a shirt that reads the phrase «I am there,» as a message of rebirth for the area hard hit by last week’s flood. After much deliberation on whether or not to confirm the event, the Aeffe group decided to go ahead (see MFF of May 23) and did it so by organizing a series of charity initiatives. A donation to associations, a charity auction with special archival pieces and the transfer of proceeds from the sale of the T-shirts worn at the end of the show. A summary of the fashion house’s aesthetic among long vests, flowing pantsuits, impalpable trench coats, ultra-light blouses, and crisp overcoats for mysterious femme fatales. Inside a mix between softness and strength, silks and chiffons alternate with masculine tailoring, while the evening wears long shimmering capes. The atmosphere is cinematic for an ideal tribute to Federico Fellini’s aesthetic, as Alberta Ferretti herself explained to MFF.

This fashion show takes on an even stronger symbolic value today. What did you feel during these days and what made you think that going ahead was the right thing to do?

I was so sad to see what was happening just a few kilometers from us. The force of nature came down on our region in such a violent and impressive way. It really hurts to see how so many families and businesses lost in just a few hours what had been built with love and effort over the years. We were lucky, and I want this luck to turn into a surge of optimism that catalyzes attention to Romagna and its tenacity at such a delicate time. As I have already said, I thought a lot about whether or not it was right to continue, but thanks also to the support of the institutions I felt that the right thing was to go ahead, to show that this land is ready to start again.

What does Romagna represent for you?

Romagna is home for me. It is my family, my roots, my present. Thanks to my work I have been able to see the world, I have a house in Milan, but for me Romagna remains the place of the heart, the only place where I could really live, not only because the heart of our company and my family is there, but also because it is here, along the beaches, in the garden of my home, that I find myself and the serenity that fuels my creativity.

How much is Romagna part of Alberta Ferretti’s dna?

The brand has always been closely linked to my vision and aesthetics. Certainly, some sensitivity to colors, which very often recall the sunrises and sunsets over the sea where I live, can be linked to Romagna, just as the sense of vitality and practicality that has always characterized my collections. However, the Alberta Ferretti brand has certainly always had an international flavor, because the women I have always looked to as the source of inspiration are international. I like to think that Italy and the excellence of Made in Italy are very much rooted in the brand.

The initial idea was to promote the area as a tourist and cultural destination thanks to the link with Fellini. What message do you want to give to entrepreneurs in the sector?

I truly believe Romagna and its entrepreneurs represent the excellence of the hospitality sector in Italy. It is a difficult time for many who work in this field, but I am convinced that they will all be able to get back on their feet. It was touching to see how many entrepreneurs wanted to speed up the preparations for the season on the first weekend after the flood. We are fighters, we work with a smile on our face and put passion and love into everything we do. I am proud of my land.

Why did you think of an auction as a charity initiative?

It is just one of the initiatives we are organizing, but I think it can have a symbolic value. Beauty and exclusivity becoming industry of solidarity.

How did the collection come about and how did you express the link with Fellini?

The development of the collection starts from the observation of women and their 1,000 nuances. There is a counterpoint between delicacy and strength that I find very contemporary. This is underlined in the contrast between fluid, impalpable, and other sustained materials. The celebration of Fellini is not didactic, it is more of a tribute to an artistic and dream spirit that pervades the places of the fashion show. Someone who inspired the color palette, ranging from the beige of the sand to the brown of the castle stones, the green of the meadows to the blue of the sky.

Have you ever thought of making costumes for a movie?

It would be very challenging, but also beautiful and inspiring. Why not? My brand has always been linked to the world of cinema, so it would be an exceptional crowning achievement of this partnership.

Do you already know where Cruise will take you next year?

Absolutely not. This event in Rimini is not in the vein of destination shows, it was born from a precise desire to celebrate Romagna and Fellini.

A dream or wish of yours today?

Right now, it seems obvious to me to say serenity and positivity for all the people affected by the flood tragedy. I hope that the sun will shine brightly again on our beloved region. (All rights reserved)