Placed on the set of a slightly futuristic shoot for an even more futuristic sci-fi movie, the Salvatore Ferragamo Fall 2021 ad campaign ‘A Future Together’ is a postmodern, multi-dimensional and many-layered reflection upon the exciting potential future.
Shot on location at Milan’s CityLife complex, Wenders’ story follows the progress of a stylish film director (rising movie star Gaia Girace), who is at work on a powerfully cast and costumed sci-fi adventure. Increasingly, however, her professional focus on this futuristic narrative becomes entwined in the beginnings of a personal story that’s also full of potential. This is set in the immediate present, thanks to the presence of her laconically handsome sound engineer. Outfitting all these stories is Future Positive, the Salvatore Ferragamo Fall 2021 collection – a collection that was itself invigoratingly presented in a filmed format to a boldly forward-facing theme.
The fresh perspective of that technologically advanced and conceptually futuristic collection is translated by Wenders into an optimistic and exhilarating campaign hat is simultaneously light and profound. Just as Ferragamo’s artisans have expertly spun a collection that is both luxurious and provocative, Wenders has used his visual storytelling expertise to craft a reflection that is both thought-provoking and compellingly optimistic.
This is a campaign and collection that looks to the future in order to appeal to those who are determined to shape their own destinies in a positive fashion. The project authentically reflects Salvatore Ferragamo’s DNA as a “heritage” brand that will forever promote the progressive formula upon which its success is based. This is to combine technological innovation with aesthetic invention to create design that reflects our moment now, and which in the future will appear timeless.