Set to premiere on May 7, the latest film from Salvatore Ferragamo was inspired by the different female generations within the Ferragamo family. To celebrate its Fiamma bags, the brand has created a special digital experience highlighting the women via a film and a series of interviews, which sees them discuss their values, style, traditions and family heritage.
While explaining his reasoning behind using several women as the faces of the Fiamma collection, named after Salvatore Ferragamo’s daughter, Gionetti said the campaign is meant to be inclusive.
“I wanted to select women who could express their style and elegance in an extremely provocative and innovative way,” said Giornetti. “I’m inspired by women with a personality, and each personality brings a different life to the bag….All women should have the courage to express their own inner style.”
Watch the terrific teaser video below for the project soundtracked by Chopin’s Piano Concerto No. 2 in F Minor, which shows off both the bags and the ladies involved. Ferragamo has a keen eye for an interesting film project: last year the brand unveiled a series of ‘Walking Stories’ directed by Luca Guadagnino (of “I am Love” fame) which starred Kaya Scodelario, Tom Ellis, and Lauren Hutton among others.