Salvatore Ferragamo launched Rising in Hollywood - four short films dedicated to showcasing the insights, emotions and ambitions of a new wave of female creatives and entrepreneurs. The campaign is fronted by a diverse group of women: Sinead Bovell (New York City-based model and founder of WAYE organisation that revolutionises the way young people learn about technology), Bonnie Chen (Chinese supermodel who has commanded the world's runways and magazines with her unique and modern vision of China), Cuba Tornado Scott (filmmaker and illustrator), and Gillian Zinser (American actress). They share a common attraction to the creative gravity exerted by Hollywood.
Salvatore Ferragamo's connection to Hollywood dates back to the earliest years of the movie industry: in 1923 the young Italian shoemaker opened his first-ever store in Santa Barbara, California, the Hollywood Boot Shop. He was hired by costume departments and movie stars to create shoes worn both on-screen and off. His clients included Greta Garbo, Mary Pickford, Marlene Dietrich, Bette Davis, Rita Hayworth, Ava Gardner, Marilyn Monroe, Ingrid Bergman, Audrey Hepburn, Lauren Bacall and many other trailblazing women in film.
"Rising in Hollywood focuses on a group of strong and diverse women who are film industry insiders and who take us to their places around the city as they share their experiences of being professionally raised in this unique place. These are all women who have accomplished their dream of working in film and who strive constantly to improve themselves: but what is their next step?" - Francesco Carrozzini
Rising in Hollywood reestablishes a relationship that spans the original golden age of cinema to the new golden age of streaming. Ferragamo's Creative Director Paul Andrew recruited the Italian-born, US-residing filmmaker Francesco Carrozzini (BeFREE Agency) to cast and shoot this portfolio of exciting new Hollywood talent.
Debuting in the campaign is the Ferragamo Pump, a reworked and modernised upgrade on a house classic, and the new Trifolio bag, a striking and versatile bag that will enhance the day-to-day experience of the modern on-the-go woman.
Image credit: Salvatore Ferragamo
This article was published in the May/June 2020 issue of Global Citizen.
