Creativity Brings Us Closer
Ferragamo launches a series of collaboration for 2021 with young international artists. Chinese New Year and Valentine’s Day are the first two chapters in a multimedia journey, a creative patchwork of different cultures and visions
The arrival of 2021 marks the start of a creative multimedia journey for Salvatore Ferragamo.
We have been forced to stand still, but nothing can stop our eyes from travelling. Our luggage is light in weight but heavy in significance, because it is filled with passion, dreams and innovation. All aspects that make up this brand’s DNA and that have linked Ferragamo to the world of artistic experimentation and culture, ever since the boldness and ingenious courage of its founder.
This is why the brand has decided to collaborate with several young international creatives to develop a series of special projects during 2021. The first two chapters are Chinese New Year and Valentine’s Day.
For the Chinese New Year (12 February), Ferragamo has involved the London-based illustrator Charlotte Mei in a digital project that celebrates the year of the Ox and exclusive CNY products.
For Valentine’s Day, they have called on the Italian sculpture Davide Ronco, Charlotte Mei, the American collage artist Johanna Goodman, the Turkish digital artist Mert Keskin and Dutch-born Ruth van Beek to create a series of multimedia artworks that will feature in the Patchwork of Love campaign.
The idea of a new beginning on the one hand and, on the other, the hope that is intrinsic in love. The theme linking both projects is tangible dreams and the collective need to share a positive future outlook.
Chinese New Year 2021. WHAT MAKES YOU NIU?
The pivotal focus of the CNY project is the digital campaign entitled What makes you Niu? featuring the London-based artist and illustrator Charlotte Mei, called on to create a series of photographic collages and illustrations.
Niu is how the word ox is pronounced in Chinese, but it is also a Chinglish neologism for a person who is capable, tenacious and bold. With celebratory aesthetics of the year of the Ox, the campaign conveys the NIU! message with a series of big-impact editorial images and artwork that highlights the exclusive selection of CNY products.
Inspiration includes Pop Art from the seventies and Roy Lichtenstein, through to cartoon heroes. Visual narration conceived to inject NIU! energy into the Ferragamo community, called on to interact and express itself with the brand in defining this formidable concept. A chance to reflect on what inspires us to live as the best version of ourselves.
CNY product highlights:
For her, pure silk scarves features the zodiac sign of the Ox in a floral patchwork embellished with rich Chinese iconography. This emblematic print is used on the iconic Viva Bow Bag and Viva shoe to recreate a sophisticated across-the-board combo.
For him, black&gold for the driving loafer, sneaker and poolside slide—gold is a fundamental element for the sign of the Ox. Same colour combo for men’s leather goods in a selection that includes continental and classic wallets, briefcases, pouch and shoulder bags, characterized by embossed details in a Gancini pattern. The CNY look is rounded out by three special belts with double Gancini buckles, Ferragamo bestsellers, again in black and gold.
Valentine’s Day. PATCHWORK OF LOVE
The journey continues with another chapter, Valentine’s Day. Ferragamo has invited 5 artists to interpret the idea of Patchwork of Love, bringing all the results together in a group narration that, also thanks to its contrasting colours, is highly expressive and represents the contemporaneity of love: different elements clashing to create a new whole, a dissimilarity that is only apparently impossible to distil.
The Ferragamo website and social channels will present the work done by Charlotte Mei, Davide Ronco, Johanna Goodman, Mert Keskin and Ruth van Beek: collages, animation, illustrations, photos, videos and sculptures that rework elements symbolic for the brand, such as the Gancini logo and articles from the Ferragamo selection for Valentine’s Day.
Valentine’s Day product highlights:
For her, Vara bag in same-colour red fabric, while the gilded metal buckle on the iconic bow is reworked in a heart shape. Vara shoes have mermaid-effect trompe-l'œil uppers in satin, inspired by a model from the archives, or in silk with contrasting crystal edging. Matching small leather goods are playful and romantic. Bijoux sees Gancini earring featuring layers of gold set with red rhinestones.
For him, accessories follow the black and red theme: the wallet with a 3D texture bears the Gancini logo. For footwear, driving loafers and sneakers have an all-over Gancini pattern. Must-haves are the belts with buckle to personalise with initials and symbols. Completing the range are the dopp kit, red heart-weave tie and bracelet with metal fastening.
Chinese New Year and Valentine’s Day are part of a colourful, strong, vibrant journey that will embrace other projects in a creative synthesis of different cultures, traditions and media and which strengthens an important message: creativity brings us closer because its energy generates sensorial connections that go beyond the physical barriers of place and time.
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