Few heritage fashion brands are as classic yet contemporary like Salvatore Ferragamo. Season after season, creative director Paul Andrew continues to reimagine the House’s classic styles via contemporary lenses and his latest pièce de résistance is the label’s iconic Viva shoe. Beyond the House codes, he was also inspired by the new generation of women discovering the Italian luxury brand and wanted to meet their needs. Andrew modernises the shoes by placing extra emphasis on the Vara bow, and kept everything else simple and sleek.
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Andrew also pays homage to the new generation of tastemakers by having them star in Salvatore Ferragmo’s new Viva campaign, under the visual direction of Tommy Dorfman. Featuring Riverdale star Camilla Mendes; fashion journalist turn stylist turn trans model Dara Allen; Insatiable star Debby Ryan; British actress and body-positive model Paloma Elsesser; actress and musician Kiersey Clemons; and Smosh cast member Olivia Sui, the campaign celebrates diversity. Each mover and shaker were asked to answer one vital question: what makes them feel empowered, enabled, and energised to live their best life?
See what some of them had to say below:
For more information, visit www.ferragamo.com
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