Salvatore Ferragamo Taps Luca Guadagnino To Bring Its Spring 2021 Collection To Life
Salvatore Ferragamo’s latest Spring 2021 campaign, directed by Oscar-nominated Luca Guadagnino comes as a portfolio of stills and cuts curated by the italian director and Creative Director Paul Andrew, directly from his atmospheric collection film created for its Spring Summer 2021 collection.
Shown before the fashion show in September 2020, the film comes heavy with atmospheric suspense reminiscent of Alfred Hitchcock, the seeds of which were planted during lockdown - Andrews, stuck at home, rewatched classic Hitchcock, in particular Marnie,The Birds and Vertigo. And while Guadagnino is best known for Call Me By Your Name (2017), his earlier 2009 film I Am Love, was heavily Hitchcock-influenced, making this a serendipitous pairing.
The short film stars Mariacarla Boscono, Maggie Cheng, Jonas Glöer, Samer Rahma and Anok Yai, who come dressed in the technicolour hued-designs of Ferragamo’s spring summer ‘21 collection, as they prowl through some of Milan's most desolate locations, many of which were Guadagnino's old childhood haunts.
Notable pieces include the monocolor slingback VIVA, reborn F-wedge, and mens’ Gancini driving shoe, paired with black nappa, powder blue chambray tailoring and heroically perforated white leather jacketing for men. Bags include a striking new cylinder-shape bag in Technicolor yellow that pays homage to Tippi Hedren’s fateful prop in Marnie.
Paul Andrew said: “Luca and I spent several hours going through the film we made for this collection frame by frame. It was a fascinating process that reminded me of pulling apart a made garment or vintage shoe to discover the secrets of its construction. What we discovered was that the stills - when we found the perfect moments of light, angle and focus - invited you to dwell on the qualities we’d worked to explore in the film; the texture and boldness of the collection, the interplay of the aesthetics between the construction of the accessories and the architecture of Milan, the impact of the Technicolor palette, and the mystery of the characters’ motives. We hope this portfolio will entice the onlooker to imagine themselves in this suspensefully chic milieu - and to see themselves wearing Ferragamo as the stars of their own intriguing life stories”.
Check out the behind-the-scenes images of the Ferragamo Spring Summer campaign here:
