Ferragamo’s New Campaign Celebrates The Vara Bow

Photo Credit: Ferragamo

In 1987, Salvatore Ferragamo’s eldest daughter, Fiamma, designed a shoe that has since had a lasting impact on the high-fashion industry. It was called the Vara, made for a new generation of on-the-go women who desired both comfort and sophistication. Today, the shoe is as relevant as ever. It fits in seamlessly to the lifestyles of the bold, passionate women who dominate our fact-paced world. The Vara has become one of the Maison’s most cherished emblems—a reminder of how every woman has her own stride, story, and identity. It’s represents a timeless functionality that transcends the trends of decades.

Ferragamo just released its latest campaign: the celebration of the Vara Bow. The new Vara Bow project showcases a cast of powerful women spanning generations and lifestyles. Fiamma stars in the campaign alongside Paloma Elsesser, Bianca Balti, and Hyeri Lee, which features series of intimate portraits of the women sharing their stories and their unique, spontaneous take on how to wear the Vara bow—from the classic pump and the Mary Jane to the 55mm slingback and 95mm sandal.

Ferragamo’s latest campaign, featuring our iconic Vara shoes seen on Paloma Elsesser, Bianca Balti, Fiamma Ferragamo and Hyeri Lee. These talents are protagonists of a series of intimate portraits where they share their own story and unique, spontaneous way of wearing the shoes with the Vara Bow, a design originated in 1978 and now reinvented in new styles.Also featuring a cameo from Fiamma’s sister Giovanna Gentile, there’s a sense of family and heritage that envelops the cast of women chosen.

The Vara Bow has become more than just a shoe embellishment. It’s part of the Ferragamo lifestyle. The four women in the campaign show how the Vara bow fits into their lives—from Milan to New York to Seoul. It’s a signature design element of the brand, appearing on not just the shoes, but jewelry, bags, belts, and leather goods. Every fold of that bow holds importance to the brand, and Ferragamo’s new campaign shows just how much.

Vara Bow Pump

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Vara Bow Sandal

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Vara Pump

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Vara Bow Ballet Flat

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