MILAN — The sultry weather and empty streets of Milan in mid-August that usually lend the city a silent, surreal feel offered the perfect scenario for Salvatore Ferragamo to shoot its latest project.
“In this peculiar time that we’re in, where you can’t really do things in the same way as before, I’m very keen to move Ferragamo forward, take this very negative moment we’re in and turn it into a positive. I’m trying to somehow embrace our past, which is of course the fact that our founder was so engaged with filmmaking, but take that concept for now,” said the label’s creative director Paul Andrew, who invited WWD on set during the week-long shoot for the campaign.
Luca Guadagnino and Paul Andrew behind the scenes of Salvatore Ferragamo’s spring 2021 ad campaign. Simone Lezzi/WWD In order to proceed with the concept, the company had to reverse its usual modus operandi, moving up the campaign shoot from October. “We wanted sun and heat — because it’s a summer collection — and we also wanted to showcase the hidden Milan in a way… It would be impossible to shut off streets completely and we really wanted to make this project work, so it meant that I had to get the collection ready much earlier than planned,” explained Andrew.
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