Salvatore Ferragamo 2021 Evokes Hitchcock

As I predicted a year ago, the pandemic was going to force fashion brands to push their digital presence, not rely solely on fashion shows for PR reach. Ferragamo’s Creative Director, Paul Andrew has collaborated with acclaimed Italian director Luca Guagagnino on a series of stills and a new video that capture the suspense and intrigue of an old Hitchcock movie.

Andrew explains to L’Offiel magazine: “This film project speaks to the soul of Salvatore Ferragamo. Salvatore’s trailblazing early work for the movie industry in Los Angeles means that this company, although Tuscan through-and-through, traces its lineage back to the Golden Age of Hollywood. Connecting that history to our contemporary moment through the medium of film seemed an elegant and timely way to add an extra dimension to our physical fashion show.” 

The "Golden Age" Andrew mentions refers to the 1910s to 1960s era of American cinema that would solidify movies as on-screen narratives. Prior to the post-WWI classical Hollywood feature, theatre was the only source of story-based entertainment. Then, the film industry boomed during the roaring 20’s and revived again following the Great Depression and the second World War. This second renaissance is what makes Ferragamo’s homage to Old Hollywwod so timely, a period that brought Hitchcock's films and stars like Tippi Hedron and Kim Novak into the spotlight. Putting this correlation into the context of Andrews sartorial work, the brightly colored collection of streamlined silhouettes and luxurious leather detailing becomes an exhibition of optimism and provocation of what our next Golden Age will be wearing.”