Sweet and strong at the same time: that’s how Italian blogger and fashion designer Chiara Ferragni tried to envision the women who are interested in purchasing the newest Chiara Ferragni Shoes fall/winter 2016-17 collection’s pieces, the campaign pictures of which have been finally released along with a super fun video! Ferragni asked model Staz Lindes to join the crew and become the label’s newest brand ambassador, as her eclectic personality perfectly recalls that of the collection.
“I realized that since there is already a lot of me in the collection, so I wanted to add another character in this story. It took some time for me to define the perfect woman to represent the brand, but Staz is a young woman and an unconventional beauty, she can be sweet and strong at the same time, just like the spirit of the collection,” declared Ferragni.
As for the campaign’s settings, namely the Californian desert featuring an abandoned hotel room, it served as a figurative extension for the campaign’s ‘sweet and strong’ motif, as its nostalgic backgrounds and melancholic lights create an appealing contrasting pattern with the strong attitude of the new designs. Ferragni’s omnipresent love for juxtaposing patterns is in fact strong within this latest collection of hers too, and this time around such vibes got particularly infused with strong, spaghetti-western reminiscences.
Following what looks like Ferragni’s own path in life (she was born nearby Milan in 1987 and is now based in Los Angeles), the shoe line combines solid Italian artisanal skills with timeless American motifs, effortlessly balancing such contrasting styles and, at the same time, reinventing some of the designer’s notorious staples.
The Chiara Ferragni Shoes fall 2016 collection, captioned in the social medial with a captivating hashtag #BornToBeWild, is all about classic Western boots, her iconic wink-eye slip-ons, and of course more jocose and cheerful pumps, revamped with glitters and cute patterns.
Styled by Mariaelena Morelli, the art director who chose Lindes’ outfits along with the campaign’s location, and captured by Brianna Capozzi, the campaign also embodies Ferragni’s evolvement from her very first accessory line-ups until now.
More thoughtful and eclectic than ever, her shoe line changed a lot in terms of common styles and attitudes as the years passed by, and will probably keep on reinventing and changing itself within the upcoming seasons. Now that her band is growing steadily, appealing to a broader audience, the designer, traveler and It-girl is planning to introduce new styles, as well as a winter holiday collection that will probably function as a turning point for her career.
Photos courtesy of Chiara Ferragni