Salvatore Ferragamo’s task has always been to look for the extraordinary in the ordinary, a message that the brand addresses to itself and everyone now more than ever: an invitation to rediscover reality through the digital and beyond, to recover the extraordinary that drives our dreams. With each of us part and creator of a new story to tell, a story of yesterday, the story of tomorrow.
This time, the brand’s creative director Paul Andrew designed an exceptional collection, the Salvatore Ferragamo «Shaping A Dream» Pre-Spring 2021, where less didn’t mean more, it meant better. A very concise and edited collection where essentials shined and felt very in-line with the current times.
Originally the collection’s inspiration was the mid-century Scandinavian design, “I rented a new flat in Florence and I was actually looking into those pieces, which really impressed me with their functionality, clean lines, and organic feel” said Andrews, but after the pandemic hit, the ideas had to be adapted and innovated. Even so, the final result has this feeling where functionalism inspired by nature features clean lines, organic materials, minimal construction, and simple ornamentation.
As a part of Salvatore Ferragamo’s essential environmental initiative and their goal to have 25 percent of its collections crafted from certified sustainable materials by next year, the «Shaping A Dream» Pre-Spring 2021 collection featured upcycled leathers, cashmere fabrics, and recycled textiles.
Minimalism is seen in the soft tailoring and clean lines. Leather and suede were the main focus, in both clothing and accessories. However, some flashy elements like intense orange tones and giraffe and leopard print, inspired by archived Ferragamo scarfs form the 70’s, contrasted with the muted and earthy tones.
“This collection is planned for it to be totally relevant for that moment so there is no dissonance between the items on sale and the season.” said Paul Andrews.
A very emotive narrative video,«Shaping A Dream» , was also the highlight of the digital presentation, where we get to discover the brand’s illustrious history throughout five chapters. Ranging between the incredible resilience of its founder and its ability to shape a dream, to the present, the generations of today and the challenges of the future. The video paints a story that focuses on the human aspect of creativity, with no time constraints.
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«Shaping a Dream» Pre-Spring 2021
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