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 first created by Paul Andrew, the category’s newly appointed design director.
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 with the debut of the Pre-Fall & Fall-Winter 2017 women’s shoe collection by Paul Andrew, each woman an admired individual in her own right: joyful, seductive, powerful, cool.
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 unveil the past, present and future of the house, through a dialogue from different 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 that puts Salvatore Ferragamo’s lifelong obsession with craftsmanship, innovation and fit 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” together with shoes from the Pre-Fall and Fall-Winter 2017 collections.
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 plethora of colors to signature black and gold referencing the brand’s stand in Hollywood, new and modern silhouettes compliment the reborn “Flower Heel”, Andrew’s new legacy line design element that will carry through the women’s shoe collection.
Watch the story of #AmoFerragamo unveil here.