There’s always a lot of talk of revered 90s and 00s brands making ‘a comeback’ for our Y2K-obsessed era, but Italian heritage label Furla never really went away. Though it was first launched almost one whole century ago, the brand’s slick leather bags and accessories have always been a go-to for those in the know, as it boomed to wider prominence in the 90s. In 2022, however, a new generation of fashion fans are embracing Furla.
Now, Furla is turning its attention to a new collection of bags, designed to capture its playful, dynamic spirit and clash that with the functionality and clean aesthetic it’s known for. Step forward the Linea Futura tote. In a multitude of bright, zesty colours, and two sizes – including one diminutive, Y2K-appropriate mini version – the style is crafted from repurposed leather upcycled from offcuts scooped from the surfaces of its tanneries.
With sustainability a huge focus for Furla, the environmental impact of the item is lessened further through innovative processes from the Linea Futura’s very genesis. That salvaged leather is tanned using a stripped-back tanning process which reduces the heavy metals involved – particularly chromium, which is supremely toxic and detrimental to the environment. Naturally, when the style is complete, Furla’s label is stamped loud and proud across its front.
Capturing the vibrancy of the Linea Futura now comes a bold shoot created in collaboration with Dazed. Across the scrappy, DIY editorial – which looks like it could have been ripped direct from the pages of a late-90s edition of the magazine – rising model Georgia Moot throws the blown-up bag in the air, steps into a supersized edition, and finds herself replicated endlessly across a collage-like image. In another particularly impactive photo, her hair defies gravity, as the Linea Futura pulls her plaits skyward (think the helium balloon moment from Up, but make it fashion).
Lensed by photographer Boris Ovini, the aim was to portray the bag’s playfulness, while 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 art 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 whole shoot in the gallery above, and head here to shop the Furla Linea Futura.