Salvatore Ferragamo AW2016-17 advertising campaign extending the concept that celebrates an inherently Italian activity – revelling in the splendour of life. While depicting the joie-de-vivre and playfulness central to the House today, lo splendore della vita also marries with the timeless values of founder Salvatore Ferragamo, as he dedicated himself to the pursuit of luxury living.
The campaign imagery, shot by acclaimed photographer Craig McDean, captures the spirit of today’s cultivated global traveller, in his or her own leisurely quest for pleasure and contentment.
A sense of ease and confidence underpins the style of these modern men and women as they recline in the season’s elegantly proportioned skirts and refined tailoring. In a colourful clash of creativity and craft, their relaxed attitude in colour-blocked plissé and abstract prints is testament to the vivacity at the heart of the campaign spirit.
The same concept is brought to life in a short film, directed by Theo Stanley, as the characters engage in a light-hearted game of hide-and-seek within the classical grounds of a Italian countryside villa, capturing the mix of heritage and modernity central Ferragamo’s creative practice.
Both the images and film communicate a thoroughly modern sensibility that is both elegant and playful. It’s an attitude present in the AW2016 Ferragamo men and women, as together they savour the splendours of understated luxury.