He really needs to start thinking more about the brand he’s designing for rather than focusing on what is in at the moment. Feragamo is the quintessential Italian brand. Just study the archives and Italy itself. The sheer amount of fashion, films, and music past and present should provide adequate inspiration. There is so much he can infuse into the brand. He can still continue to design simple pieces, but he needs some stronger looks to build an image for the brand and get people into the store.