Salvatore Ferragamo launched campaign for Spring-Summer 2021 that was cut directly by Oscar-nominated director Luca Guadagnino from his collection film.
Images and short video curated by Luca Guadagnino alongside Salvatore Ferragamo Creative Director Paul Andrew are taken from the Alfred Hitchcock inspired film, set in Milan, that was showcased before the fashion show in September 2020. The campaign pays tribute to Hollywood (Ferragamo’s first success) and to Milan (the location of 21st Century Salvatore Ferragamo’s fashion expression).
Luca and I spent several hours going through the film we made for this collection frame by frame. It was a fascinating process that reminded me of pulling apart a made garment or vintage shoe to discover the secrets of its construction. What we discovered was that the stills – when we found the perfect moments of light, angle and focus – invited you to dwell on the qualities we’d worked to explore in the film; the texture and boldness of the collection, the interplay of the aesthetics between the construction of the accessories and the architecture of Milan, the impact of the Technicolor palette, and the mystery of the characters’ motives. We hope this portfolio will entice the onlooker to imagine themselves in this suspensefully chic milieu – and to see themselves wearing Ferragamo as the stars of their own intriguing life stories. – Paul Andrew
Wearing Paul Andrew’s beautiful Technicolor hued-designs, models Mariacarla Boscono, Maggie Cheng, Jonas Glöer, Samer Rahma and Anok Yai are captured in a series of meaningful mise-en-scenes that evoke intrigue and suspense.
The monocolor slingback VIVA, reborn F-wedge, and mens’ Gancini driving shoe harmonize with femme fatale black nappa, powder blue chambray tailoring and heriocally perforated white leather jacketing for men. The luxurious bags range include a new top-handled Trifolio bag, Studio bags, and a new cylinder-shape bag in Technicolor yellow that does homage to Tippi Hedren’s fateful prop in Alfred Hitchcock’s “Marnie”.
