Fashion house Salvatore Ferragamo presented their Holiday 2020 Unwrapping Joy campaign that celebrates tradition and togetherness, inspired by the anticipation of getting together with loved ones to prepare for the holiday. Fashion photographer Luca Khouri captured the Festive 2020 campaign starring models Ajok Madel, Simon Martyn, and Grace Sharp. In charge of art direction was Simon B. Morch.
Tradition and togetherness are core values here at Salvatore Ferragamo: our tradition of hand-made know-how and our network of Italian artisans who apply their diverse and individual skills to work together is the platform that allows us to create, innovate and captivate. For this holiday season it made sense to focus on the traditions of the time; a tradition of gathering with loved ones, of taking time to reflect and enjoy, and of exchanging tokens of respect, love, and affection. 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. Our holiday edit features shoes, accessories and clothes that have been created to enhance the quality of life of those who receive them – they are pieces that will stay with you, serve you well, and every day remind you of the person who knows that you will take pleasure in owning and using them enough to choose them as a gift. This holiday collection is what holiday memories are made of. – Paul Andrew, Salvatore Ferragamo’s creative director.
“Modernist tailoring and separates. Metallic knits. Gold-chain dresses and skirts. Gowns in hammered silk and foulard knitwear. Mid-heel Viva shoes and Gancini-fronted crystal embellished ballet slippers. Foulard-pattern Studio bag. Two Viva Bow designs, one featuring a golden bow on black, the other gold-chain effect to complement a matching Viva sandal. A new padded Viva Bow in black. New-shape Gancini-edged sunglasses. Gancini earrings and hardware-embellished leather cuffs.” – From Salvatore Ferragamo