New Ferragamo Holiday Campaign is a Gift of Joy When We Need it Most

On the subject of things we are very much missing in 2020, not being able to spend some of the fast approaching (at least we think it’s approaching, we can’t really tell anymore) holiday season over in Europa is a particularly dispiriting one. Florence, specifically, has long been a treasured destination when we are in pursuit of a molto Buon Natale.

For reasons we hardly need to recount, that is simply not going to happen this year. But we are more than grateful that our friends at Ferragamo have thoughtfully brought Firenze holiday style to us with this festive new seasonal campaign—for which all the halls have been decisively decked.

“For this holiday season it made sense to focus on the traditions of the time,” explains Creative Director Paul Andrew. “A tradition of gathering with loved ones, of taking time to reflect and enjoy, and of exchanging tokens of respect, love, and affection.”

Indeed, models have been lit with strings of Christmas lights, draped in glammy red garland, and are even holding sparkly fireworks—the latter perhaps symbolizing our anxious desire to ring in a whole new year as soon as possible—since the one we’ve had for the last 10-and-a-half months has seriously not been working out for us. We get a very fashionable eyeful of sleek black dresses, cool, slim-cut beige suits, and even an elegant pair of gold Ferragamo slingbacks nestled in the snow (faux snow, obviously, as we hardly get the real stuff in November and December anymore.)

Most importantly, everyone is having a genuinely holly jolly time—and lord knows, we need as much jolly as we can get right now. There’s also a theme of togetherness running throughout, in a year that has been painfully divisive.

“Our tradition of hand-made know-how and our network of Italian artisans working together is the platform that allows us to create, innovate and captivate,” Andrew enthuses. “Because Salvatore Ferragamo is our work, it is also at the heart of our holiday experience—to be part of the design and creation of a hand-made object that is then selected by an individual as a gift that will touch the heart of a loved-one is a great privilege and source of joy. This collection is what holiday memories are made of.”

We’ll take one of each then, please.



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