How do you think about the future while staying connected to your dreams? This was the question at hand when Salvatore Ferragamo received the invitation to be a part of Camera Moda’s innovative project to launch a digital fashion week. In response, the luxury brand traced its rich past of creativity, its present ability to withstand today’s challenging times and its ever growing vision of what Ferragamo will be in the future. The end result: a collection that is elegantly progressive and a celebration of structure drawn both from design and nature.
Shaping a Dream
Chapter one of the video takes its audience back to the founder’s incredible resilience and his skill in shaping a wearable dream. According to Micaela le Divelic Lemmi, CEO to Salvatore Ferragamo, they wanted to affirm their identity as a brand, trace it back to their roots and be able to celebrate their characteristics.
A Unique Tuscan Story
Chapter two is a time travel segment to the brand’s colorful past in Florence, Tuscany where Salvatore and Wanda Ferragamo nurtured and raised their family. The beauty of the city and its unparalleled landscape sceneries play a huge role in inspiring themes and stories in every collection.
Ever Expanding Boundaries
Chapter three focuses on the human aspect of imagination – with no restrictions of time, just as time was boundless and suspended during the time of lockdown. The brand believes that developing the artistic talent and artisanal skills is the ultimate expression of human’s creativity.
The Extraordinary in the Ordinary
Chapter four addresses the luxury brand’s task to always find “the extraordinary in the ordinary”. It is a message they want to address to themselves and to all especially during this difficult time. It is a challenge to allow reality to transcend through and beyond the digital realm; and to rekindle the drive to dream.
The Future Starts Today
Chapter five shows the look book that is shot at a location which feels both modern and eternal, a mid-century villa in the Tuscan countryside by the architect Maurizio Tempestini. The main concept revolves around functionalism – being inspired by nature featuring clean lines, organic materials, minimal construction and a relative lack of ornament.
As part of Salvatore Ferragamo’s aim to promote sustainability, fabrication includes upcycled leather and cashmere, recycled nylons and organic cottons. Stand out is the expressive giraffe/leopard hybrid print that creative designer Paul Andrew developed from his own research of the brand’s 1970 archives. Clean silhouettes and minimal lines can be seen on a rather neutral, earthy palette with the occasional punctuation of orange inserts on skirts and pullovers. Soft suedes, supple nappa and perforated leather are used abundantly on trench coats, windbreakers and spring blazers.
Footwear includes Gancini slides in nappa leather, wedge espadrilles in woven raffia, almond-toed driving shoes, Viva ballerinas in new colorways and biker boots with chunky high heels. Bags include a series of pieces in rich, wood-inspired colors including teak, cork, and walnut – that range from roomy, unfussy totes to Gancini-affixed clutches.
Photos from Salvatore Ferragamo
