River of Dreams

(SHANGHAI) Salvatore Ferragamo gave fashion decadence a whole new spin last week, staging a fashion show extravaganza on the Bund in Shanghai, adjacent to the city's famed Huangpu River at the Shanghai Port International Cruise Terminal. Joining Ferragamo chief executive Michele Norsa was nearly the entire Ferragamo clan--including chairman Ferruccio, managing director Leonardo, group V.P. Fulvia, Ferragamo Holding V.P. Giovana, women's leather product director James, and a slew of granchildren--flew in to witness the spectacular fashion show and after-party, which took place on a custom-built venue (at a cost estimated to have run a fraction of the $10 million Fendi spent on last October's Great Wall fashion show in Beijing). Among the 1,200 guests in attendance were scores of VIPs, editors, and celebrities, including Tony Leung, Pearl Lam, and Ziyi Zhang, as well as Shanghai newbies Christina Ricci, Melissa George, Jennifer Jason Leigh, Ginnifer Goodwin, and January Jones.

In fact, the only Ferragamo not present was matriarch, and honorary chairman, Wanda Ferragamo, who stayed back due to travel constraints. "I've been emailing her updates," reassured Massimo Ferragamo, chairman of Ferragamo USA, who was on hand for the jam-packed festivities, which included the unveiling of an exhibit at the Museum of Contemporary Art entitled "Salvatore Ferragamo Evolving Legend 1928-2008," as well as the launch of a new collection of timepieces and a fragrance called Tuscan Soul. "She couldn't make it this time, but we're already planning her trip to Dubai."

The epic celebration took place in a 30,140-square-foot venue that housed a 138-foot long runway, which was flanked by eight chandeliers and plush seating for 950 guests. The 40-minute long show (which, true to fashion form, started nearly 80 minutes after its call time) featured 60 looks--30 from Ferragamo men's wear designer Massimiliano Giornetti, and 30 from women's wear designer Cristina Ortiz. "Cristina's pieces are very chic and sophisticated," said Giornetti," so I tried to bring a more rock element, and not so much sportswear." As a mix of Chinese and European models, led by a glorious Du Juan, emerged down the catwalk, guests were treated to two performances by world-renowned dancer Roberto Bolle (spectacular, even with his broken toe), the star of Ferragamo's new men's wear campaign, who choreographed a special piece entitled Le Petit Mort for the occasion.

A wall of LED lights rose après show, signaling the start of the truly bacchanalian portion of the evening: the after-party. As fireworks blazed over the river and barges broadcasting Ferragamo's spring campaign floated by, guests danced into the wee hours on every surface imaginable--banquets, lounge chairs, and, of course, the high-gloss dance floor, which was surrounded by acres of mirrors and 25 optical fiber chandeliers. Revelers got tipsy on endless bubbly and Il Borro 2004 red wine from Salvatore Ferragamo Jr.'s Tuscan winery while, in every direction, go-go dancers writhed about in studded metallic silver bikinis to the tunes of DJ Coleman.

"I really am very proud of my Italian ancestry and the Italian designers have always been very supportive and welcoming to me, so for Ferragamo as a family to invite me and embrace me, I'm really honored," said Ricci, who, clad in a fall look that was plucked straight off the runway, revealed that Ferragamo will design custom outfits for her to wear for her upcoming Speed Racer tour. "I have to say, I have a huge poster on my TV room wall of The Umbrellas of Cherbourg, and there's Catherine Deneuve in her Ferragamo flats, and everytime I look at that picture I think, 'my God those flats are awesome!'"

So, how does Ferragamo plan to top this spectacular celebration for its diamond anniversary? "First of all, I'll have to see if I will be here for that," Ferruccio laughed. "The grandchildren should start worrying about that now!"
JIM SHI