Salvatore Ferragamo’s New Campaign Plays With Perspectives

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Salvatore Ferragamo’s Fall/Winter 2020 campaign arrives with an evocative, stimulating question of perspective. Creative Director Paul Andrew crafted a multi-faceted portfolio that displays a visual tapestry of color, shadow, designs, and accessories, bringing an attention to detail and a formulation of individual perspective.

While conceptualizing the campaign, Andrew sought to reflect the intricate depth and detail of the collection through playing with the point of view. In the campaign, models Mariacarla Boscono, Malick Bodian, and Luca Lemaire display the fashion amidst carefully curated backgrounds, imposed shapes, and shadows. Shoes, bags, eyewear, and belts are also shot sans model, with defocused elements in the foreground. The images give the impression of looking through something, presenting the viewer with the task of seeking out the photograph’s key subjects, and thus evaluating their perspective.

Through the shifting of foreground and background, the campaign displays the precision of the collection, drawing the eye to sharp detailing and chic silhouettes. Styled in full looks, the timeless and luxe aesthetic of the Ferragamo house shines through with a unique, updated perspective.

“I wanted to create an elevated and colorful campaign that invites the viewer to appreciate the craft and beauty in individual pieces and simultaneously appreciate the impact when the collection is coordinated in head-to-toe looks,” says Andrew in a release. “This is a time to question our ways of being to enable us to see the world afresh, and in some small way I hope this collection helps to provoke that.”

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