Salvatore Ferragamo women’s and men’s Spring/Summer 2021 fashion show at Milan’s historic Rotonda Della Besana will open with a cinematic evocation of the collection created by great Italian film director Luca Guadagnino.
The movie is an homage to Milan and a celebration of the films of Alfred Hitchcock, whose three classic titles The Birds, Marnie and Vertigo were instrumental inspirations for the season’s collection. Guadagnino and Paul Andrew set the movie in a series of unsung Milanese locations and depicted moments of suspense, intrigue, and beauty. The open-ended narrative of the movie is ripe with suggestion and implication and leads directly to a climax that will be played out in Salvatore Ferragamo’s live runway show.
Creative Director Paul Andrew says: “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.”
Explaining the story behind his collaboration with Guadagnino, Paul Andrew said: “I have admired Luca’s work ever since I first saw I Am Love. There is something in that film that has always reminded me of Alfred Hitchcock’s masterful focus on the meaning of gesture and evocation of atmosphere: when I had the chance to mention this to Luca he confirmed that Hitchcock had indeed been an important reference. Luca deeply understands our values of craft and design: this encouraged me to propose our collaboration for the presentation of this collection. Ferragamo Spring/Summer 2021 is heavily influenced by the Technicolor vibrance of some of my favourite Alfred Hitchcock classics, Vertigo and The Birds. To my delight Luca agreed to help evoke that by directing this film, in Technicolor, for Salvatore Ferragamo.”
The Milan-shot movie showcases some of the city’s most atmospheric locales alongside a cast of models wearing Andrew’s thrilling and powerful new season pieces. The imagery of Guadagnino and designs of Andrew combine to conjure a haunting and ambiguous series of Milanese mise-en-scenes. The movie will be made available for all to see on Ferragamo’s digital channels as the show begins in Milan.
The suspenseful soundtrack to Guadagnino’s film has been composed and produced by B6, China’s most prolific and respected independent modern music producer and DJ. The cast of the film, all of whom will also feature on Ferragamo’s real-life runway, is Mariacarla Boscono, Maggie Cheng, Jonas Gloer, Samer Rahma and Anok Yai.
