A Dive into Social Systems: Salvatore Ferragamo’s Women in Balance Exhibition
A meaningful tribute to Wanda Ferragamo and women in post-WWII Italy.
At the heart of the Ferragamo brand lies a powerful and influential woman. Following the death of her husband Salvatore Ferragamo in 1960, Wanda Ferragamo stepped up to the plate – taking on her husband’s brand and legacy, as a mother of six. Her capabilities as both the head of an Italian luxury goods company and a dedicated mother inspired the Women in Balance exhibition.
On display at the Museo Salvatore Ferragamo in the historic Palazzo Spini Feroni, the exhibition examines the colourful and bustling life of Wanda, while exploring the different facets of life for women in Italy, following the Second World War.
Fundamentally, the exhibition is founded upon a theory that elucidates that history is forged and built upon the reciprocal actions of multiple individuals who continually develop new ways of life, and rethink gender and labour relationships. Set from 1955 to 1965, Women in Balance delves into the aspects of family, work, artistry and the home through the lens of various trailblazing women.
The stage set for the exhibition was conjured by scenographer Maurizio Balò, inspired by a dollhouse from the early 1960s. The exhibition’s sections follow the flow of the house and its embedded rooms including the laundry room, the library, the attic, the kitchen, the living room, the teenagers’ bedroom and the wardrobe.
Before the “home tour” sits Wanda Ferragamo’s office which sets the tone for the rest of the exhibition. Each section of the exhibition is primed with quotes from Wanda's many writings, giving us insight into the workings of a woman who did it all.
The first of six sections in Women in Balance is dedicated to Wanda – including her incredible life as a successful woman who expanded the brand’s offerings and as a committed mother to her children. Highlighting important moments of her life, this section breaks down one of the pioneering female captains of her industry through the ‘Economic Miracle’ of the '50s and '60s, including receiving her honorary degree in business science from New York University in 1996.
‘Families’ is the crux of the second section, underscoring Wanda's dedication to her family, with a more macro lens of other high-profile families. The third section focuses on women’s rights to work, whether in the home or a conventional office. The fourth section focuses on works by Italian painter Giosetta Fioroni and the prejudices faced whilst in a creative space. Finally, the fifth and final sections zero in on the power of women in the home, set in the laundry room and the kitchen, scrutinising advertisements directed towards women for housekeeping needs in the '50s and '60s.
The Women in Balance exhibition takes a deep dive into the minds and actions of Italian women and examines their choices during the tumultuous period post-WWII. Tying each section of the exhibition together is Wanda Ferragamo’s sheer tenacity, powered by her legacy that lives on through the Salvatore Ferragamo brand.
Women in Balance is on display at Museo Salvatore Ferragamo in Italy from now till 18 April 2023.
