Salvatore Ferragamo creative director Massimiliano Giornetti unveils an uplifting new chapter in the Italian luxury Maison’s visual communications with Lo Splendore Della Vita <The Splendor of Life>, a campaign concept inspired by founder Salvatore Ferragamo’s lifelong belief that "there is no limit to beauty or the pursuit of perfection."
The print and digital campaign depicts the timeless lifestyle of the sophisticated globetrotter evoking the inherently Italian notion of lo splendore della vita, that luxurious quest for pleasure and delight, effortlessly achieved at one’s own pace and locale.
Shot by acclaimed photographer Craig McDean, lightness and sensuality abound in the print campaign imagery, which showcases the fresh and graphic coloring at the heart of Giornetti’s SS2016 ready-to-wear and accessories collections.
The sea and the city collide with the endless possibilities of life, directly inspired by Salvatore’s own restless journey from southern Italy to the emerging glamor of 1920s Hollywood and the screen idols he empowered through his creativity and craftsmanship.
Director Theo Stanley brings the concept and collection to life in an accompanying digital film, portraying a light-hearted game of hide-and-seek, set against the backdrop of a coastal villa.
Maartje Verhoef, Jing Wen, Julia Van Os e Jon Kortajarena