Tiger In Wonderland - Exploring A Fantastical Adventure Salvatore Ferragamo Launches 2022 Chinese New Year Campaign
To celebrate the upcoming Chinese New Year, Ferragamo has invited Chinese artists Sun Yuan and Peng Yu to create a unique print inspired by the 2022 Zodiac Tiger. The print will be integrated into iconic accessories, launching a brand-new 2022 Chinese New Year Special Capsule Collection, paying homage to the brand’s long history of uniting the worlds art and culture with fashion. Dating back to its founder pioneering vision, Ferragamo has been committed to working with artists across different fields to seek breakthroughs and inspiration.
Inspired by traditional Chinese paintings, the print features the tiger which symbolizes passion, daring, auspiciousness and safety in Chinese culture. The tiger plays with other wild creatures, a crane, eagle, deer and monkey in the classic Chinese garden covered in rocks, plants and flowers, presenting a jolly, vibrant scene of renewal.
To celebrate the Year of the Tiger and the special capsule collection, Ferragamo has launched a digital campaign using surreal cinematography to present a magical and charming scene of spring.
Follow the tiger from the Ferragamo’s print and leap into another dimension full of new possibilities. Together, we will discover a world that will guide us into a year filled with new hopes and dreams. Stroll through the water pavilions and peach trees, watching flowers blossom and fallen petals lie in profusion. The world is reviving, imbuing life with beautiful hopes and dreams.
2022 Chinese New Year Collection Highlights
As the key element of the collection, the tiger print is used in the Chinese New Year collection’s silk foulard and Ferragamo Studio Bag, displaying oriental charm and modern sophistication, composing a celebration of the upcoming Chinese New Year.
Red adds festival vibes to the Chinese New Year celebration. Trifolio handbag in red, as the latest version, conveys the warmth of spring, while Chelsea boots become the visual focus. The men’s accessories follow a red and black theme: the 3D texture cross body bag is characterized by the Gancini pattern, while the sneakers have an all over Gancini monogram, representing an on-trend and stylish taste.
Sun Yuan & Peng Yu
Sun Yuan was born in Beijing in 1972 and Peng Yu was born in Heilongjiang in 1974 and subsequently moved to Beijing. Both live and work in the Chinese capital. These two prominent artists made their way together through the winding cultural situation of the 90’s in China, expressing their singularity without following the spectacular artistic mainstream of that period, being extremely provocative, challenging the moral standards that prevailed in the global art stream. Their interest in unusual materials, absorption of ancient conflicts and extraordinary intuition and foresight is what make their artworks intense and unique.
Salvatore Ferragamo’s collaboration with the two artists began in 2020 for the contemporary art installation “Teenager Teenager” (2020). Their work “Were Creatures Born Celestial” is also featured in Museo Salvatore Ferragamo 2021 Silk exhibition. They also created a special printed scarf for the exhibition, conceptually epitomize how the Silk Road has long been a fertile route for encounters and exchange between Orient and Occident.
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