FERRAGAMO AND I AW2017/18 Advertising Campaign
Energetic, spontaneous, colourful and engaging. These are the key words of Ferragamo and I, Salvatore Ferragamo’s AW2017/18 advertising campaign. This fresh, dynamic campaign captures consumers’ emotions and draws them into a “love affair” with Ferragamo products that never really ended, focusing on shoes and bags and celebrating, as always, the creativity, elegance and expertise that are hallmarks of the Ferragamo brand.
The artist behind the images, Swiss photographer Walter Pfeiffer, is known for leaving an indelible mark on the world of photography from the 1970s to today.
He has created a bold new narrative for Ferragamo, infusing the products and objects with life in a continuous dialogue of colour and perspective, playing with irony and dynamic motion to make Ferragamo products and the fashion brand’s icons immediately recognisable, colourful and fun; in one word: alive.
Pfeiffer has also brought the same personal insight to additional digital content, like the cast diaries - a mini-series starring the models on set as they improvise with the products. The results are always a clever, colourful scene of interiors in which nothing is ever static.
This is a completely new creative and photographic style for the Florentine fashion company, confirming its decision a few seasons ago to use a language suited to all modern digital and traditional communication platforms. The stars of the new campaign are Chinese and French supermodels Xiao Wen Ju and Aymeline Valade and British Kit Butler.
With the #FerragamoandI hashtag, customers are put centre stage in a new conversation between the brand, its products and their perception of them, with just the right amount of spectacle and engagement.
Xiao Wen Ju
Jean Michel Berlin