Salvatore Ferragamo Celebrates The New Viva Shoe With Camilla Mendes And More

The campaign ushers in six new-gen style-setters to bring their new icon shoe to life
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Image: Courtesy

Salvatore Ferragamo has tapped on a new creative class of women, Camila Mendes, Debby Ryan, Dara Allen, Paloma Elsesser, Kiersey Clemons and Olivia Sui to star in its latest campaign featuring the house’s new Viva pump silhouette, designed by Creative Director Paul Andrew.

Image: courtesy

Ferragamo’s classic Vara shoe was first designed in 1978 by Fiamma Ferragamo, daughter of the house founder. The Viva is a contemporary update on this classic shoe -- a pointy-toed ballet flat that is also available in pump, made to suit the needs of women today, while honouring the house’s rich heritage and craft. 

And what better way to showcase this new streak of modernity than with six new-gen creative women of today? “This spirited and vibrant new photographed campaign unites a diverse group of curious and creative tastemakers to reflect one vital question. Shot as individuals and a group, our cast of future-facing Ferragamo faces aligns to define what makes them feel empowered, enabled, and energised to live their best life,” says the italian house in a press release. 

Image: Courtesy

The new campaign was shot by 13 Reasons Why star, Tommy Dorfman. “All of these women are inspirations to me - they’re extremely talented, intelligent, hardworking, outspoken, and courageous. in fact, this shoot was entirely produced by, cast by, and art directed by women,” says Dorfman in an instagram caption

Here, a glimpse of the rest of the campaign and more on the dynamic cast:



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