Wanda Ferragamo, the widow of Salvatore Ferragamo and one of Italy's most successful entrepreneurs, transformed a shoe company into a global fashion brand, raised six children, and convinced Italian women that they can have everything they desire by facing life head-on: a happy family and a thriving career.
Imagine being thirty-nine years old, busy having and raising six children, and managing a large house when your husband suddenly passes away. You have exactly one month to decide whether to sell your husband's business or keep it alive. You've never run a business before, never worked outside the home, and have limited knowledge of the shoe industry. Yet, you overcome your grief, transition from the kitchen to the office, hire each of your children to work in the company, and transform an artisanal shoe business into the world's most renowned luxury Italian footwear and accessories brand. This is the story of Wanda Miletti Ferragamo's remarkable journey.
An extraordinary exhibition titled "Women in Harmony 1955-1965" (Donne in Equilibrio 1955-1965) is currently taking place at the Museo Salvatore Ferragamo in Florence's baroque Spini Feroni palace. This thoughtfully curated exhibition captures the radical transformation of Italian women during the 1950s and 1960s. It showcases their explosive entry into the public sphere and the job market, which had previously been mostly closed to Italian women. Particularly in smaller towns and rural areas, women's roles had been limited to the household, and their work was considered unpaid and not labeled as work—it was simply taking care of the family and ensuring their well-being. The Catholic Church and tradition did not encourage women to explore other potentials. However, post-war changes, rapid technological advancements, and household innovations such as refrigerators and washing machines, along with rural-to-urban migrations, allowed Italian women to discover their untapped talents. They ventured into the labor market, entered fields such as science, culture, politics, and public life, all while continuing to marry and have children—a delicate balance to maintain, especially in a society where men rarely shared domestic responsibilities.
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The Museo Salvatore Ferragamo organized the "Women in Harmony" exhibition to honor Wanda Miletti Ferragamo, the successful leader of the Ferragamo brand, who played a significant role in shaping these societal changes in Italy. The beginning of her career was not by choice, as she had devoted herself entirely to her family and husband. However, when her husband passed away, she decided not to shy away from the challenge. Her decision became an invaluable lesson for Italian society, showing that a woman can successfully manage both her work and family life, benefiting everyone.
From a Small Village
Wanda's destiny seemed to be that of a wife and mother from a young age. Born in the southern Italian village of Bonito, like her husband, she did not experience the poverty he did. Her father, a successful physician, raised her with strict Catholic values, while her mother imparted traditional Southern Italian cooking skills. Notably, the exhibition features Wanda's handwritten cookbook filled with cherished family recipes, a source of great pride for her.
In the summer of 1940, Wanda's life took a dramatic turn when her father introduced her to Salvatore Ferragamo, his client and friend, while she was walking in their garden. At that time, Ferragamo was already a famous shoe manufacturer, especially renowned overseas. He was forty-two years old, while Wanda was not yet nineteen, and within minutes, it was evident that they were destined to change each other's lives. They married in November of that year, and Wanda became the mother of six children. By then, Salvatore had already achieved significant success. He had spent thirteen years in California from 1915, building strong relationships with Hollywood stars. He designed custom-made shoes for films and private clients, gaining fame for his platform shoes, the Rainbow model, and the strappy cage heel. In 1928, he made the decision to relocate his shoe company back to Florence, Italy. During the 1930s, he purchased the Gothic palace mentioned earlier, near the Arno River, where he established production workshops and overcame financial difficulties. However, before marrying Wanda, his business had fully recovered. The company thrived during the challenging war years, supplying shoes to both Italy and the USA. Notably, Wanda welcomed stars like Audrey Hepburn into their home, who came directly to Salvatore for custom-made shoes.
In 1958, Salvatore Ferragamo's health deteriorated, and his eldest daughter, Fiamma, joined the company to assist him. She later pursued her own career in design, followed by her younger sister, Giovanna. Remarkably, Giovanna achieved success with her first clothing collection at the Plaza Hotel in New York just a year later. Exactly twenty years after her initial encounter with Wanda, Salvatore passed away on August 7, 1960.
A Family Affair
Interest in the Ferragamo brand grew, and many expected the widow to either sell or close the business. However, Wanda had overcome her initial shock, mourned her husband's loss, and out of respect for his legacy, decided to take over the reins of the company just a month later. She immersed herself in all aspects of the business, handling management, accounting, sales, and development. The company flourished under her leadership. As she would later emphasize, it was no surprise, as she believed that if a woman could manage a household with children, she could excel in any business endeavor.
Salvatore had left behind a catalog of shoe and accessory designs, which the family gradually brought to life. This led to the creation of the Gilio perfume, silk scarves, and accessories, all in collaboration with artist Alvaro Monnini.
To everyone's surprise, Wanda emerged as the true CEO of the expanding fashion brand over the ensuing decades. She skillfully integrated her children into the company's management, ensuring a smooth transition without emotional upheavals. In 1963, her son Ferruccio joined the company and eventually became the general manager. Fiamma spearheaded the development of handbags and leather goods, Fulvia oversaw silk accessories, and Leonardo managed the men's collection. The 1980s proved to be a golden era for Italian fashion, with the world clamoring for Italian design, including in the United States, where the family's youngest son, Massimo, relocated and made a significant impact.
Mother and Head of the Family
Wanda never remarried and cherished the memory of her late husband with deep affection. Instead, she turned her attention to the public and became a prominent advocate for women's emancipation in society. She urged women to be courageous, pursue education, earn their own income, and balance their energies between their homes and careers. In 1995, she founded the Museo Salvatore Ferragamo in her husband's honor, followed by the Ferragamo Foundation in 2013. Both institutions are housed in the same Florentine palace, Spini Feroni, which still serves as the family's board of directors headquarters. When Wanda passed away in 2018, she left behind a thriving brand. She wished to be remembered as "a mother and as a mother who could take the reins of a business." Wanda Miletti Ferragamo's journey began with courage, confidence in her abilities, and intuition. Throughout her life, Italian society underwent significant transformations, and it's fair to say that Wanda herself played a substantial role in many of them. It's worth noting that when Italian women gained the right to vote, Wanda had already been a married woman for five years. She understood that work is an integral part of a woman's identity, whether it involves managing her own business or her home. True happiness and success for women come when they have choices.
"I am most grateful for our tight-knit family. We have always passed on energy, experiences, and learned from each other. The harmony in our family is the result of respecting each other's opinions and listening to each other. I like to imagine that we are all different arteries leading to one heart." - Wanda Miletti Ferragamo
