Friday, 16 January 2015

Salvatore Ferragamo Debuts A Man's Story

They say the world is our stage and we are all but actors.

As actors, each of us certainly has a story to tell and those stories could be about anything – life, work, happiness, sadness, events that changed our lives and so on. Just like the life of Signor Salvatore Ferragamo himself.

At the age of 16, Ferragamo left the sunny landscape of the Southern Italy and bought a one-way ticket to Boston, United States where one of his brothers was working in a boot-making factory.

 The year was 1914 and one could imagine how Signor Ferragamo felt as the steamer ship he boarded from Italy finally made its way into the New York harbour, passing by the iconic Lady Liberty whose welcoming gesture often ignite the fiery passion for those who are seeking to start anew in the land where every dream could come true.

While Ferragamo’s own vision and sensibility as a craftsman were at odds with the US industrialised setting at the time, he followed his path by convincing his brother to follow him and move to the sunny California and set up a made-to-measure shoemaking service. 

Albeit it was a big gamble, thanks to his own set of beliefs and rules, Ferragamo’s attempt spelled success. Within a span of five years, Hollywood stars made beelines to have their shoes made by this extraordinary shoemaker.

Even the late Argentinian First Lady Eva Peron had her shoes crafted by Ferragamo himself, using materials that were as exotic as her homeland Argentina.

This year, to celebrate the inspiring milestone in the brand’s history and the man behind it, Salvatore Ferragamo has collaborated with renowned photographer and filmmaker Francesco Carozzini to create a unique yet seminal online project called A Man’s Story.  

An online project that highlights the notion of ‘making your own rules’ with creative direction provided by the brand’s creative director Massimiliano Giornetti, A Man’s Story projects an intimate yet compelling series of stories told by an eclectic cast of contemporary men in the company of Salvatore Ferragamo’s luxury lifestyle collection, all presented in both new and surprising setting.

“For a man to have a vision and the courage of his convictions is both noble and timeless, as relevant  today as it was a century ago when Salvatore Ferragamo went out on a limb to launch his shoe-making  business,” recounts Creative Director, Massimiliano Giornetti. “Had he not have taken that risk, this brand that continues to grow and attract new generations may never have existed.”

Telling their stories in unique point of views, actor Douglas Booth, artist A$AP Rocky, New York Rangers ice hockey legend Henrik Lunqvist, artist and photographer Ryan McGinley, Alexander Gilkes of the online auction house Paddel8, artist and entrepreneur Louis-Marie de Castelbajac and art consultant Tyrone Wood reveals a decision that led them to become the men they are today. 

Stories aside, the online project also display a new meaning on the versatility of Salvatore Ferragamo’s SS15 menswear collection.  

“From A$AP Rocky to Ryan McGinley what links these young men is their single-minded approach to life. They’ve not been afraid to make their own rules, even when it’s meant potential failure,” says photographer Francesco Carrozzini. “That’s what makes them so inspiring, and the stories they’ve shared with us so compelling.”

A Man’s Story will be available to view on ManStory.Ferragamo.com and across all the brand’s digital channels via #ManStory starting December 1st.

*Photos courtesy of Salvatore Ferragamo

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