20 August 2026
Florence
SETA exhibition will be available in Florence until April 18th. Like a fairy tale, like magic, with the same care that the silkworm uses to make its cocoon, so from the thread to the weaving, the choice of colours, the prints, the images, Ferragamo expresses elegance, passion and style with silk in his Foulards. He offers us a sensorial and visual journey in which the protagonists are not only his clothing accessories. Ferragamo tells us about a journey.
SETA unravels the complex and fascinating fil rouge of the process that from raw material to silk creates the Ferragamo scarves and accessories we all appreciate, the distinctive symbol of a company and a classy lifestyle. The history of Ferragamo production and silk, a successful exchange between East and West, a symbol of civilisation and culture.
Intuition, Creativity and Vision: Secrets of Success
The dream of Salvatore Ferragamo, known in his early days as the "shoemaker of divas", has always been to dress women from head to toe. And it was thanks to the resourcefulness of his daughter Fulvia in the Seventies that the company began producing silk accessories, scarves and ties with personalised and creative designs and themes.
The themes of the fabrics range from a variety of visions: from twentieth-century Oriental canvases to suggestions of botany, natural sciences and images taken from books, including ancient ones, in which plants and natural subjects are described and drawn.
In Ferragamo's products we find creativity and design, a laboratory of ideas that works by noting, collecting and interweaving, translating shapes and colours, composing and reassembling them into puzzles to create each time the plot and the new creative theme. All the sketches are kept in the Ferragamo archives as evidence of the design that creativity relies on to develop.
Plots and colours in Florence in April
Florence, therefore, wears the spectacles of fashion, of high quality textiles, of advanced technology, images of a nature and a breath that is also oriental. Fascinating! If you visit the SETA exhibition, you may find yourself walking around Florence with the eye of a "dreamer".
It's April and nature is in full bloom, scenting the streets and dyeing them like fabrics are dyed. Imagine the green and yellow of our lemons, the light of a sun that warms your face while here, at Palazzo Castri, you are about to have breakfast in our “Limonaia”. And then it's just a 15-minute walk to the Salvatore Ferragamo Museum in Piazza Santa Trinita. Remember to book your entrance ticket in advance, so that you can enjoy this walk in peace.
On the way to the Museum you can browse through the market stalls and craft shops (leather clothing and accessories, Florentine paper and much more) you will find along Via Tornabuoni. This street of Renaissance Florence is one of the most elegant, not only architecturally. Here you will find the windows of the high fashion boutiques: starting with Salvatore Ferragamo and then moving on to Loro Piana, Roberto Cavalli, Pucci, Damiani, Bulgari, Buccellati.
To make your stay in Florence a rich immersion in colours and nature, we recommend a visit to some of the marvellous Florentine gardens: Boboli Garden, Rose Garden, Iris Garden, Botanical Garden and Giardino Dei semplici.
It is a great idea to take advantage of the spring season and visit Florence during this exhibition that will stimulate colourful fascinations in you.
