Now that the Spring-Summer 2014 Fashion Week season has finally ended, designers have time to devote to new projects - and for the house of Salvatore Ferragamo this project is a series of short films called Walking Stories, directed by Italian director LucGuadagnino. … The romantic and slightly surreal comedy will appear on the Salvatore Ferragamo website in eight parts - the brand will release another version once a week.
Melodramatic stories unfold against the backdrop of three cities: Los Angeles, where Salvatore Ferragamo himself once earned the nickname "shoe for the stars", Shanghai embodying the future, and Florence, where Ferragamo is headquartered. For Guadagnino, interestingly, the joint project with Ferragamo is not the first experience of cooperation with the fashion industry: the creator of the film “I am love” (Io sono l'amore) once shot short films for Giorgio Armani and Sergio Rossi.
While the Walking Stories project is great fun for Ferragamo fans and melodramas, it is a very serious undertaking for the brand's management: “Walking Stories represent an important contribution to multimedia content creation,” said Michele Norsa, CEO of Salvatore Ferragamo. "In today's world, a brand like Ferragamo cannot exist without innovation, which requires more complex and effective communication with new customers."