Salvatore Ferragamo joined creative forces with several young international artists to develop a series of special projects during 2021. The first two chapters are Chinese New Year and Valentine’s Day. For the Chinese New Year (12 February), the Italian luxury goods company tapped the London-based illustrator Charlotte Mei to create a digital project that celebrates the year of the Ox and exclusive products.
The main focus of the Chinse New Year project is the digital campaign entitled “What makes you Niu?”. ‘Niu’ means ox in Chinese, and it is also a Chinglish neologism for a person who is capable, tenacious and bold. The campaign conveys the NIU! message with a series of Charlotte Mei’s photographic collages and illustrations that highlights the exclusive selection of CNY products. Inspiration includes Pop Art from the seventies and Roy Lichtenstein, through to cartoon heroes.
The Ferragamo Chinese New Year collection includes pure silk scarves that are decorated with the zodiac sign of the Ox in a floral patchwork embellished with rich Chinese iconography. This emblematic print is used on the iconic Viva Bow Bag and Viva shoe to recreate a sophisticated across-the-board combo.
The driving loafer, sneaker, and poolside slide are garnished with gold – a fundamental element for the sign of the Ox. Same color combo for men’s leather goods in a selection that includes continental and classic wallets, briefcases, pouch and shoulder bags, characterized by embossed details in a Gancini pattern. Three special belts with double Gancini buckles are also offered in black and gold.
For Valentine’s Day, Ferragamo collaborates with the Italian sculpture Davide Ronco, Charlotte Mei, the American collage artist Johanna Goodman, the Turkish digital artist Mert Keskin and Dutch-born Ruth van Beek to create a series of multimedia artworks that will feature in the Patchwork of Love campaign.
