Salvatore Ferragamo launched a new monogram designed by the brand’s Creative Director, Paul Andrew, in celebration of the house symbol: Gancini.
The double Gancini buckle is instantly recognizable. Its shape was inspired by the ornate ironwork of the tether ring that appears on the gates of the label’s headquarters in Florence – Palazzo Spini Feroni. With time the buckle turned into the brand’s symbol – a representation of the enduring values of the brand.
To celebrate Paul Andrew’s reinterpretation of this symbol, the brand will launch two different advertising campaigns: the first one is traditional, the second one is a completely digital endeavor.
The first Ferragamo advertising campaign brings together a group of co-partners – a selected crowd of manufacturers from all over the world in a celebration of their deeply respected traditions and experience. As for the second campaign, Ferragamo addressed the most interesting and talented influencers of the contemporary fashion scene. To celebrate its release, the brand collaborated with industry talent Bryan Boy to create a short film that highlights the allure of Gancini. In a series of witty vignettes, Bryan Boy interprets the chic monogram by enlisting a list of digital creatives including Carolina Daur, Diet Prada, Tamu McPherson, Pelayo Diaz, Aureta, Susie Bubble, and himself. The short documentaries and social media posts labelled Made in Florence explore the ups and downs of being scrupled by cameras 24/7. It goes without saying that the Gancini monogram is a recurring motif.
The collection featuring the new monogram is already available at the Salvatore Ferragamo Boutique at GUM, see you there!