Salvatore Ferragamo Connects Future and Present with Fall 2021 Digital Show Taking inspiration from sci-fi movies, the brand developed a groundbreaking project, mixing virtual and physical reality.
Salvatore Ferragamo imagined a city of the future for its fall 2021 digital showcase. The fashion show called “Future Positive”, combined virtual reality and the physical experience of today’s real-world for a ground-breaking project creating a conjunction between present and future.
“I’m very passionate about sci-fi movies, I grew up with films like ‘Star Wars,’ ‘Matrix’ and ‘Gattaca,’ that we subtly referenced,” has mentioned Salvatore Ferragamo creative director Paul Andrew, explaining the concept behind the presentation of the video.
Suggesting an optimistic idea of a positive change ahead of us, Andrew designed a New York of the future with new buildings meeting the already existing ones, space ships, as well as a clear sky and chirping birds. If the city is rendered in virtual reality, the models populating it are real and, through the portal of a building designed in the shape of the brand’s Gancini logo, they enter a tunnel. Like in the “Gattaca” movie, this acts like a portal that brings the models back to the present, in Milan’s Rotonda della Besana location.
In the ready-to-wear collection, there are tailoring templates mixed and sequenced with codes drawn from the military, motorcycling, athletics, diving, and more. Shirts, mohair fabrics, footwear, and accessories are connected and complementary, shipped in monochrome against bursts of color. Seasonal advancements include capes, coats, and parkas in thermoformed leather and wool, fine-gauge technical knitwear, knit overalls, and dresses printed in abstract future camouflage. Casual parkas and tailoring, dresses and outerwear with irregular bursts of fringe. A constellation of draped jersey dresses and chainmail statements star and shine throughout the lineup.
My personal favorites included a vibrant green blazer paired with see-through trousers, a look that matched a short and blazer in sky blue, one off the shoulder knitted white dress, a fringed dress ensemble in white and black, and finally, a super sci-fi silver chain dress that seemed taken out of Barbarella.
Andrew also said: “In these unsettling times, we really wanted to push the boundaries, envisioning a future full of hope,” and I couldn’t agree more!