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 frst 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, color 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 reimagined 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. The story unveils on May 22, 2017 at ferragamo.com/amoferragamo.
In his frst collection for the company, Andrew puts at center stage founder Salvatore Ferragamo’s lifelong obsession with craftsmanship, innovation and ft. He considers how to make these values signifcant 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 fnest 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 feld 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 reimagined and recast, like the original ‘F’ wedge translated with a modern hand in velvets and suedes. From a rainbow of colors to signature black and gold, referencing the brand’s roots in Hollywood, and reinterpreting the symbolic house Gancio, new and modern silhouettes compliment the reborn “Flower Heel”, inspired by an original Ferragamo creation, Andrew’s new legacy line design element that 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.