Salvatore Ferragamo reinvents a house icon

Salvatore Ferragamo reinvents a house icon

Viva Viva!

Text: Meeran Mekkaoui

Image: Supplied

In true Salvatore Ferragamo fashion, six-strong tastemakers of the next generation were asked to front the brand's latest campaign...

Salvatore Ferragamo may have been around for almost an entire century and whilst its heritage is truly embedded within every collection the brand puts forward, it carries a strong contemporary aesthetic that has been very relevant in today's fashion sphere.

Season after season, Creative Director Paul Andrew has continuously given a fresh new take on classic pieces, boldly modernising forthcoming collections — such as the house icon, Vara bow.

Salvatore Ferragamo reinvents a house icon (фото 1)

Today, Andrew gives an upgrade to the shoe and introduces Viva — a new footwear style that meet the needs of an emerging generation. Beyond just focusing on the house codes, Andrew took highlighting the new generation to the next level by tapping six tastemakers to front Salvatore Ferragmo's new Viva campaign, under the visual direction of Tommy Dorfman.

Salvatore Ferragamo reinvents a house icon (фото 2)

The six new faces celebrates diversity and includes 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.

Discover the campaign here...

Then, discover Salvatore Ferragamo's Spring/Summer '20 campaign.