Furla Spring Summer 2026 Campaign
Forget K-Drama. It’s time for I-Drama.
With its Spring Summer 2026 campaign, Furla introduces a new creative direction built around the concept of advertainment, unfolding through a unique cinematic story.
The campaign reimagines the classic “will they, won’t they” trope through a contemporary lens, focusing not on romantic tension but on friendship, self-empowerment, and personal choice, offering a more authentic and relevant perspective on modern life. At the heart of the story lies a simple yet powerful question: what if the dream that’s right for you is smaller - and more genuine - than the dream you once imagined?
Last Summer in Ostuni
Titled Last Summer in Ostuni, Furla’s campaign blends fashion and storytelling into a cinematic summer drama set in Southern Italy. Against the sun-washed backdrop of Ostuni, the story explores artistry, authenticity, and the courage to stay true to what really matters.
The narrative follows Lia and Bianca, two best friends navigating the tension between authentic dreams and external expectations. Lia spent a year in Los Angeles pursuing a music career, gradually reshaping herself to fit what the industry demands. When she returned home last summer, Bianca confronted her - terrified that Lia was losing herself in someone else’s vision - causing a devastating fallout.
Lia went back to LA for another year, feeling a bit lost and uncertain, worrying she was compromising her art, all the while missing her best friend. Now she’s returned to Ostuni for the summer, and both girls hesitate to face each other, circling the same streets and memories. Bianca, meanwhile, is planning her own boutique, under pressure to “scale up” and think bigger.
A poolside reunion, orchestrated by their friend Matteo, begins to thaw the distance between them.
Through renewed friendship and mutual support, they find the courage to choose differently.
Last Summer in Ostuni is developed in collaboration with former Netflix story editors, ensuring a cinematic and compelling narrative.
The campaign celebrates the freedom of choosing a path that reflects who you actually are, showing how women supporting each other’s authentic dreams makes everything possible.
Building on the strong audience response to intimate, real-life narratives, Furla continues to champion a storytelling approach grounded in genuine human emotions even with its creators. In addition to the core campaign story, Furla is actively collaborating with talents who craft intimate, lived-in, personal stories - privileging authenticity, vulnerability, and connection over artificial perfection.
The Bags
Woven into the narrative, Furla’s Spring Summer 2026 bags naturally accompany the protagonist through different moments of the day, reflecting shifting moods and settings. Furla Moonstone, debuting this season, offers a fresh interpretation of movement and modern elegance. Defined by clean geometric lines, asymmetrical straps and playful dangling spheres, this medium-sized saddle bag evokes rhythm and motion, designed to move effortlessly through the city.
A true Furla icon, Furla Iride returns in its mini hobo version as a vibrant celebration of joy and color. Characterized by sculptural, jewel-like hardware with a diamond-cut finish, the bag is refreshed for the season in luminous new shades, including Aperitivo Orange, Velvet Pink, Amatore Blue, Mudec Yellow, and Carta da Zucchero.
Completing the selection is Amelia Bucket, a new addition to Furla’s bucket bag family. Elegant yet versatile, it features a golden turn-lock closure embossed with the Furla logo and a clean, contemporary silhouette. Available in grained leather, canvas-and-leather or all-leather versions, and offered in mini and small sizes, Amelia is designed to suit every moment of the day.
PHOTOGRAPHER & DIRECTOR: Tom Craig
STYLIST: Alessia Vanini
ART DIRECTION: Beatrice Papa
SOCIAL MEDIA:
instagram.com/furla
facebook.com/Furla
youtube.com/furla
tiktok.com/@furla
linkedin.com/furla/
brand handle: @furla #Furla
In the Philippines, Furla is exclusively distributed by Stores Specialists, Inc., and is located at City of Dreams, Power Plant Mall, Rustan’s Makati, Rustan’s Shangri-la, and Rustan’s Cebu and online at Rustans.com and Zalora. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.
About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:
SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
Facebook: facebook.com/SSILifePH
Instagram: @ssilifeph
Viber Community: bit.ly/SSILifePH
#TheSpecialistBySSI