Fashion has long been rightly criticized for perpetuating narrow beauty ideals—though in response, encouragingly, we’ve seen an increasingly more inclusive approach being taken both on the runway and in advertising campaigns. And in an ode to the glories of individuality, Ferragamo has tapped beautifully into the diversity zeitgeist with its stunningly shot Spring/Summer 2020 campaign.
Under the watchful eye of newly installed, Berkshire born Creative Director Paul Andrew (his dad, btw, was a royal upholsterer to Windsor Castle), photographer Harley Weir captured the wild freedom of unfettered self-expression against the sun-drenched hues of an unidentified—to us at least—desert landscape.
“We showed this collection outdoors in Milan last September,” Andrew recalls, “as a way to emphasize that these are clothes designed to be worn for pleasure, during the summer, and with friends.”
And indeed, models Malgosia Bela, Abby Champion, Sora Choi, Alpha Dia and David Kammenos do seem to be genuinely chumming it up, as Weir snaps them strikingly against the dusty landscape.
Andrew continues, “We used the campaign to highlight certain items, including the new Viva pump and some of the gorgeous hand-kit crochet work—as complements to a summer spent roaming free in the company of people you love.”
While your summer may actually involve more time spent in an overly-air conditioned office than throwing shapes against enigmatic rock formations (with a coterie of astonishingly good-looking friends), you may just find the campaign’s evocative images whisking you away to there…even if just for a few blissfully delicious moments.