5 minutes with… Furla president Giovanna Furlanetto

It's all change over at Furla. The brand unveiled a chic new logo, designed to represent an archway - a door that leads to the new Furla world of openness, inclusivity and joy. It also introduced a see now buy now module to keep up with demand. You can now shop most if its SS20 presentation, which included paired-back styles in pastel shades as well as statement pieces in chain and floral prints.

I sat down with Furla Giovanna Furlanetto at Milan Fashion Week to chat all things change.

What was the inspiration behind the new logo?

We have tried to raise the brand perception through the quality year after year and it’s the silent but constant work of evolution and we thought this was the time to produce a strong logo. Not only does the logo characterise the products but also symbolises a door entrance to our foundation, we have a foundation where we promote contemporary art. We are doing shows here in Milan with important international artists such as Christian Marclay who is now sowing at the Tate Modern.

We wanted to communicate this art and so you see it when you pass by to see where the new collection is displayed. It's like opening it’s doors to the world because we are aiming to international and ageless women like teenagers, mothers and grandmothers. Women of all countries and we want to attract the contemporary woman who recognises quality and design and loves 'Made in Italy' products. The new logo suits to all styles.

It's very modern...

Yes very modern but at the same time not so sharp like sometimes modern things are. We are very tied to the world of contemporary art. With our foundation we have been working with Italian contemporary artists for 10 years now.

Why introduce the see now buy now model?

Yes because now when you see something that you like you want it immediately and nowadays through the Internet and pictures you are taking and sending, in 24 hours everyone will know we have a new logo. Hopefully they will then look for a bag in their nearest store. This is a further service we want to offer to our customers, of course we cannot offer this for the entire collection but every season we offer 3-4 pieces for immediate delivery. I’m sure this will be very successful because when customers want something they want it now.

You are presenting this at Milan Fashion Week. Do you think fashion weeks will change?

Well everything is changing and every company is trying to give itself its own model of business. We have over 400 contemporary stores worldwide and we want to try and be able to reach every customer, no matter where they live. So we are constantly moving steps forward and trying to keep our price point under control because this is also an important part of our success - very well related price points that women can recognise along with quality and understand what is worth what.

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.