Salvatore Ferragamo is paying homage to its Italian roots with a new pledge to restore sculptures around Florence.
Following the unveiling of the Fountain of Neptune, restored using a 1.5 million euro donation, Ferragamo has now pledged an additional one million euros to restore a series of sculptures in Florence’s Piazza della Signoria. The brand, founded by the Ferragamo family in 1927, hopes the project reinforces the bond between art and fashion within its home city. The restorations will begin in June 2020 and go on for the next three years, and include the restoration of the copy of Michaelangelo’s David, as well as the bronze statue of David and numerous other precious works. The brand’s restoration pledge is the latest in a series of sculpture financing, going back to 1996 when Ferragamo first renewed the Ponte Santa Trinita.
Reinforcing the city’s bond with one of it’s largest fashion houses is fitting in a country where arts and culture are woven into society. While the restorations will be time-consuming, Ferragamo will most likely keep fans updated on the progress via social media, as it did when creating an Instagram story series about the Fountain of Neptune, which was completed in 2019. In turn, the restoration projects may impact how consumers view the brand—particularly Gen-Z shoppers who are more vocal about their ethical and sustainable standards and prefer brands whose marketing aligns more closely with their principles, according to a Gartner report on the topic.
Salvatore Ferragamo is giving back to its city in a meaningful way, and may inspire other luxury brands to pay homage in unique, but purposeful manners.