Style / Fashion

Salvatore Ferragamo introduces #AmoFerragamo digital project showcasing the Pre-Fall/Winter 2017

Step into a world of colour with Salvatore Ferragamo’s upcoming Pre-Fall/Winter shoe collection

May 30, 2017 | By Teri Chong

We’re only a foot into Summer and Fall/Winter collections for 2017 are already creeping up on us! Celebrating a new chapter in their history is Salvatore Ferragamo with a new shoe collection for the upcoming season. Despite being under the Pre-Fall/Winter label, the brand brings bright and bold colours in their pictorial. Under Design Director Paul Andrew’s vision, the collection debuted on May 22 alongside the brand’s digital project: #AmoFerragamo.

Dedicated to the Ferragamo women, the project captures the perfect qualities of the admirable independent, modern woman. Expressed through colour, craftsmanship and design, Ferragamo’s appreciation and reverence for today’s unique and empowered women is evident.

On top of that, the brand also revealed their muses for the project. Through a multi-chapter and multi-sensory digital journey, the Pre Fall/ Winter shoe collection for 2017 will be remixed, restyled and reimagined by it-girls from all over the globe. Nicole Warne, Julia Restoin Roitfeld, Lee Sung Kyung and others will be the face of their own chapter in the series: “Shoe La La”, “Shoe It”, “Shoe Me”, “Alphabet Yourself”, “How To”, and “Dance, Dance, Dance”. Each dressed in a spectrum of bold colours, the series showcases the different colours and characters of women today.

For this collection, Andrew marries Ferragamo’s lifelong loyalty to quality craftsmanship with state of the art technology. Classic Ferragamo motifs and designs make their comeback with a twist. The iconic ‘F’ wedge is reinterpreted in lush velvet and suede available in an array of shades. Modern silhouettes lift the ‘Flower Heel’ to new heights with a kaleidoscope of hues away from its signature black gold combination.

Paul Andrew states: “My concept for the collection was simply to highlight the fundamentals that made Salvatore such a profound and groundbreaking presence in his field and to express those values through designs that are relevant to a new generation of strong, discerning women”.

For more information, do visit Salvatore Ferragamo.

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