• Holiday 2018
12 November 2018


For its first-ever Holiday Season campaign, Salvatore Ferragamo invites you into our world. Shot by Sofia Malamute,  the  campaign  stars  a  cast  of  three  women  and  two  men  that  expands  the Patchwork Of Characters concept - an  embrace  of  difference  and  diversity.  Appropriate  to  the  season - a  time  of togetherness,  sharing  and  joy - they are portrayed celebrating each other’s company in a beautiful heritage location.

Paul Andrew, Women’s Creative Director, says: “Being part of Ferragamo’sstory  is  a  true  gift.  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. Shooting this campaign alongside Sofia and watching all that work come alive was extremely exciting. That’s because the  greatest  privilege  in  being  able  to  explore  the  archive,passed  down  via  generations  of  Ferragamo expertise and passion,lies in being able to introduce it toa new generation.”

The campaign will break mid-November across digital platforms and social media. It highlights a special edit  of Pre-Spring 2019  ready  to  wear,  and  dedicated  Holiday  Season  collections  which  contemporize two of the greatest designs handed down from the Ferragamo archive.
The famous 1938 Rainbow wedge that was created by Salvatore Ferragamo himself for Judy Garland: its immortal  and  inspiring  rainbow  palette  is  integrated  into  bags  and  shoes,  both  in  rainbow  stripes  and block colour rainbow shades. 
The grosgrain bow Varawas invented by Salvatore’s daughter Fiamma in 1979. This season that famous bow,  reimagined  in  leather,  is  applied  to  three  new  shoe  styles -a  thigh  high  boot  in  stretch  nappa,  a stretch nappa bootie, and a black ankle-strapped platform wedge. These new styles come either in black -part  of  a  graphic black  and  whitestory  accented  by  snake  pattern  that  is  also  a  key  Holiday  Season theme -or in the reimagined Sumatra print.
This 1990’s print, found by Paul Andrew in the Ferragamo archive, has been spliced and re-proportioned in silk scarves on shoes and handbags.
Fresh vision and vintage codes combine to make  a collection and campaign that  reveals a world rich in exciting new discoveries ready to be shared and enjoyed this Holiday Season.

Creative Director, Paul Andrew
Photographer, Sofia Malamute
Cast, Fabienne Dobbe, Malaika Firth, Chuyan He, Tevin Steele, Ryu.

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