MILAN — “From toe to head.” Flipping the idiom around, Eraldo Poletto, chief executive officer of Salvatore Ferragamo, zeroes in on the company’s mission. “We are a lifestyle brand, we continue to maintain the idea of a total look, but at the same time we are restarting from our fundamentals, where we have the most expertise.” Eraldo Poletto Simone Lezzi Enter Paul Andrew, who was appointed design director of the women’s footwear category in September last year, shortly after Poletto’s arrival in August. This was the first time the Florence-based luxury firm tapped an international designer for such a role, marking the company’s commitment to strengthen its core footwear business, which last year accounted for more than 40 percent of total revenues. Andrew’s pre-fall looks hit stores in May and Poletto said “the first feedback both at retail and wholesale is very encouraging.” “The mission is huge, yet natural and it has energized me creatively,” said the soft-spoken and cordial Andrew, in the first joint interview with the company’s ceo. Outlining his strategy for the brand, the designer said: “I think it’s less relevant to do a collection of products [and rather] more of key items that speak in a novel way, that feel relevant today.