Salvatore Ferragamo and creative director Paul Andrew present the Viva, a new addition to the house's footwear collections.
Viva, meaning 'alive' in English, is introduced to the universe of Salvatore Ferragamo as a next-gen icon that connects the past, present and future. The Viva inherits the signature bow of Ferragamo's Vara, enlarged to radiate with a fresh, youthful design.
It comes in a curved, structural silhouette, inspired by Paul Andrew's favourite artist Richard Serra's sinuous sculpture.
"The thing that makes me feel the most alive is when I’m, like my brain’s running really fast and I can’t stop it and that’s all my creativity it’s like flowing. It’s good to be scared. To feel like I’ve never done this before and I’m so scared of what it’s going to turn out like and that’s where like living happens."
To celebrate the birth of a new design at Salvatore Ferragamo, six talents from different cultural background and fields are cast to parade the various characters of Viva in Viva the VIVA! campaign, where the ladies interpret their styles and define 'alive' in their very own words.