FERRAGAMO DEBUTS #AMOFERRAGAMO, A LOVE AFFAIR WITH STYLISH WOMEN AND THE FALL 2017 COLLECTION.
Salvatore Ferragamo celebrates a new chapter in its history with the debut of the Pre-Fall and Fall-Winter 2017 women’s shoe collections, the first created by Paul Andrew, the category’s newly appointed design director.
Capturing the innate qualities of the modern woman, #AmoFerragamo celebrates the romance Salvatore Ferragamo expressed through design, colour and craftsmanship toward the unique and empowered women who were both his inspiration and customer. The digital platform will link the past, present and future of the house, through a dialogue spanning generations, and speaking to a youthful new audience.
Through a multi-chapter and multi-sensory digital series, the Pre-Fall and Fall-Winter 2017 women’s shoe collections are restyled, remixed and re-imagined by international it-girls. Nicole Warne, Julia Restoin Roitfeld, Lee Sung Kyung and others, will each star in their own chapter of the series: “Shoe La La”, “Shoe It”, “Shoe Me”, “Alphabet Yourself”, “How To”, and “Dance, Dance, Dance”. Almost 90 years later, the spirit of the Ferragamo woman has laid ground to a legacy of talent that continues to inspire the brand today, each woman an admired individual in her own right: joyful, seductive, powerful, cool.
In his first collection for the company, Andrew puts at centre stage founder Salvatore Ferragamo’s lifelong obsession with craftsmanship, innovation and fit. He considers how to make these values significant to a consumer and unique to a luxury brand today. High-tech meets high-craft in a series of sharply punctuated groups, where Andrew harnesses state-of-the-art technology and the savoir-faire of Italy’s finest artisans. Paul Andrew states: “My concept for the collection was simply to highlight the fundamentals that made Salvatore such a profound and groundbreaking presence in his field and to express those values through designs that are relevant to a new generation of strong, discerning women”.
Timeless Ferragamo icons and design gestures have been re-imagined and recast, like the original ‘F’ wedge translated with a modern hand in velvet and suede. From a rainbow of colours to signature black and gold, referencing the brand’s roots in Hollywood, and reinterpreting the symbolic house of Gancio, new and modern silhouettes compliment the reborn “Flower Heel”. Inspired by an original Ferragamo creation, Andrew’s new legacy line design element will carry through the women’s shoe collection.
Salvatore Ferragamo once again underlines the storied House’s inimitable style and interpretation of modern luxury with the new women’s shoe collection and the category’s celebrated design director Paul Andrew.
Click through to check out the collection!