Five international influencers - a global cast of young women united by their dynamism and strength - are joining forces to celebrate the 40th anniversary of Salvatore Ferragamo’s trailblazing icon, the Vara. The new #FollowVara initiative is a digital campaign that will span the continents and include content both filmed and photographed. Its aim is to introduce a new generation to a design that has been a byword for elegance and strength since it was first created by Fiamma Ferragamo, daughter of house-founder Salvatore, in 1979.
As christened by Fiamma, the Vara has become the single best-selling model in the history of Salvatore Ferragamo. Why? Because it perfectly fulfills Fiamma’s original ambition to create a shoe that would serve the evolving needs of a newly empowered demographic of working women. A low-heeled almond-toe pump, created to the exacting standards of Ferragamo artisanship, it was immensely comfortable and versatile. Yet Fiamma was determined to create a shoe that was as chic as it was practical - and this she achieved by the addition of a grosgrain ribbon set by a Ferragamo-signature gold buckle. The Vara proved a near-instant hit, and today, 40 years after she fashioned it Fiamma Ferragamo’s formula for a shoe that is simultaneously sporty, elegant, unpretentious and luxurious continues to be powerfully relevant.
Salvatore Ferragamo has joined forces with a group of women who together embody that continued relevance. Over the course of this anniversary year of the Vara, they will curate their own interpretation of Fiamma’s design by incorporating it into their busy schedules and showcasing the results on their digital platforms.
The cast of #FollowVara ambassadors is:
Maika Monroe @maikamonroe
Los Angeles-based Maika Monroe followed her passions to create a dramatically two-pronged career, first as a professional kite boarder and now as an in-demand Hollywood actress.
Caroline Issa @carolineissa
Entrepreneur, editor, writer and consultant Caroline Issa is a London-based aesthete whose sophisticated sense of style has made her one of the most inspiring tastemakers of her generation.
Celine Aagaard @celineaagaard_
Norwegian journalist, stylist and agency owner turned Instagram influencer parlayed her reach to found Envelope1976, and ethically-driven line of chicly minimal clothing that is finding fans across the fashion spectrum.
Tamu McPherson @tamumcpherson
Jamaican born, New York raised and now Milan based Tamu McPherson created the thriving online community All the Pretty Birds, an inspirational free space for a multicultural and multi-ethnic audience that explores fashion, culture and wellness.
Vanda Margraf @李宛妲Vanda
Xishuangbanna-born Vanda Margraf became a celebrity in China thanks to her early appearances on reality shows including China’s Got Talent. She has since transitioned into acting and modelling and commands a huge and dedicated fan base.
These exciting activities to celebrate Vara’s 2019 birthday will reach their crescendo in one further anniversary project. Starting from October, a further trio of Vara ambassadors will unveil three extra-special editions of the shoe. The purchase of these will offer the Salvatore Ferragamo customer the chance to follow in the footsteps of Fiamma Ferragamo herself. Details will be revealed closer to launch time - so be sure to #FollowVara.