This year, Salvatore Ferragamo debuts with its first holiday season campaign. Embracing togetherness in celebration, the imagery captures modernization with a diversified cast against an iconic heritage backdrop.

Under Paul Andrew, the Women’s Creative Director, the Patchwork of Characters concept is elaborated with a cast of three women and two men shot by Sofia Malamute. “Our dynamic creative community has all the rich heritage of this house to explore, and we enjoy total freedom to play with those codes from the past in order to reinvent them for the present,” stated Andrew, who added that “shooting this campaign alongside Sofia and watching all that work come alive was extremely exciting.”

 

This holiday season, two of the greatest designs are handed down from the archives: the 1938 Rainbow Wedge, the grosgrain bow Varawas which was invented in 1979 by Salvatore Ferragamo’s daughter Fiamma, and the 1990s print.

Originally created by Ferragamo himself in 1938, the kidskin sandal with a layered cork sole covered in suede was designed for Judy Garland. The holiday collection presents the rainbow pattern in blocked and striped patterns for a revitalized approach to the multicoloured staple.

 

The grosgrain bow was also revisited this holiday season and freshly applied to three new shoe styles – a thigh-high boot in stretch nappa, a stretch nappa bootie, and a black ankle-strapped platform wedge. The updated styles are featured in black which is part of a black and white story accented by a snake pattern, also a key concept this holiday season.

Moving through time and the archives, Paul Andrew discovered the 1990s print. He re-constructed and re-proportioned the pattern, demonstrating a fresh vision of an icon which was applied to silk scarves, shoes, and handbags.

With a reinvigorated aesthetic Salvatore Ferragamo elegantly evolves classic codes in a contemporary fashion, exposing a new world of rich exploration.

 

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