Salvatore Ferragamo Spring 2020 Ad Campaign

Salvatore Ferragamo Creative Director’s Paul Andrew joined forces with Photographer Harley Weir and a team of Creative Director Trey Laird and Choreographer Eric Christison to welcome in the New Year with an energetic group out in the desert.

Paul Andrew is taking Ferragamo back to the basics with this movement filled campaign which sets into a narrative of warmth and sun. Christison’s contribution gives the models a distinct look for Laird’s art direction drawing the viewer into a world that is both familiar and foreign. The simplicity of the story leaves little to distract. The scene compliments the models and the product, and the rocky background sets it apart in a unique and individualized way while not appearing too out of place.

We showed this collection outdoors in Milan last September as a way to emphasise that these are clothes designed to be worn for pleasure, during the summer, and with friends. Collaborating with Harley Weir and with the movement direction of Eric Christison, we extended that visualisation into a wild and sun-drenched landscape in which the models run free and feel the heat. We’ve used the campaign to highlight certain items, including the new Viva pump and some of the gorgeous hand-knit crochet work, as complements to a summer spent roaming free in the company of people you love.
– Paul Andrew, Salvatore Ferragamo Creative Director

Written by Julia Cooper