Salvatore Ferragamo’s explosive Viva collection is brought to life by these vivacious China VIVA girls
In 1979, brand founder Salvatore Ferragamo’s eldest daughter, Fiamma, designed and launched Vara shoes, which is still one of the brand’s most iconic items today. In 2020, Ferragamo’s creative director Paul Andrew added a bold twist to the iconic Vara by launching the Viva collection, which included shoes and bags. Bringing this idea to life, Salvatore Ferragamo announced that actresses Jelly Lin, Vanda Margraf, and Qiu Tian are appointed as the ambassadors of the iconic collection of the house in China, dubbed as the China VIVA girls.
The brand has chosen these three celebrities to represent the style of the new generation of girls. They are combinations of the girls and women in modern society: eager to grow up, yet always genuine and uninhibited. The natural interaction between the three also brings along a youthful atmosphere that fully reflects the vitality, lightheartedness, and vibrant personality that Ferragamo wishes to convey through Viva collection.
Jelly Lin has been a good friend of the brand. She participated in the debut live of the Viva Show in 2020 and Ferragamo Spring/Summer 2018 show at Milan Fashion Week. Through her chic looks and active social media posts online. She is one of the most popular fashion icons in the young generation.
Vanda Margraf was invited to the Ferragamo Spring/Summer 2020 show at Milan Fashion Week. Growing up in the tropical rainforests of Xishuangbanna, Yunnan, she has been influenced by her parents’ commitment to environmental protection ever since her childhood, taking part in the protection of the rainforest and other natural environments, which shares the common value with the brand’s long-standing support of sustainable development.
Qiu Tian is full of youthful vitality with an artistic aura. As a young generation actress, she starts to shine in the film industry due to her unique vibe. Her love of art also gives more substance and depth to her interpretation of fashion.
Viva is the vivid epitome of Ferragamo’s bright future. It continues to showcase the fine quality that the family-owned brand has always maintained, and the trio embodies the lively spirit that the collection exudes. The urban chic and personality of the Viva is highlighted through its modern pointed toe design and sculptural teardrop-shaped heel. The new version of the bow is larger than the original grosgrain bow, and the silhouette is more distinct for a stylish look. With the brand-new Spring/Summer 2021 collection, more colors are brought into the Viva collection, now full of vibrancy and energy.
The Viva Bow bag carries on with the brand’s aesthetic viewpoint, creating a fusion of contemporary and traditional design that appears classic without losing its flair. The unique materials give the bag a modern look, as well as a light and airy feel, giving its users a more lightweight experience. Moreover, in strict adherence to the method for calculating the carbon footprint of products proposed by the ISO14067 standard, Salvatore Ferragamo has quantified the carbon footprint of Viva shoes from the design phase to the production and delivery of the finished product in order to measure its impact on the environment. Based on their calculations, the brand will also work with Rete Clima to implement a carbon neutrality program to enhance environmental sustainability. Ferragamo has always been committed to protecting the natural world, and is actively promoting various activities to minimize the impact of its operations on the environment.
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