A MAN’S WORLD: Ferragamo will launch a series of photographs and films for “A Man’s Story,” a project by photographer and filmmaker Francesco Carrozzini under the creative direction of Massimiliano Giornetti.
The label partnered with several tastemakers, including A$AP Rocky, New York Rangers’ Henrik Lundqvist, photographer Ryan McGinley and entrepreneur Louis-Maris de Castelbajac, among others. The brand will reveal its initiative today at ferragamo.com and across all digital channels.
This story first appeared in the December 1, 2014 issue of WWD. Subscribe Today.
“A Man’s Story’ tells a new chapter of the Ferragamo man,” said Giornetti. “[It’s] a modern story that reflects the evolution of the male aesthetic: The world of sportswear meets a metropolitan attitude, wardrobing today’s gentleman for the real world. It’s a vision where self-awareness plays a dominant role and fine tailoring meets innovations.”
The brand hopes to capture founder Salvatore Ferragamo’s own mantra, following one’s own beliefs and setting one’s own rules, in the series. The designer, who emigrated from southern Italy to Boston in 1914, set out to California to create his own made-to-measure shoe-making service. Within five years, the brand became a must-have for Hollywood stars.
In turn, Ferragamo wanted to capture the same brazen feel within its chosen influencers.
“All the kids wanted to dress like me and look like me,” said A$AP Rocky on his style. “It turned into one of these things where I knew the power that I had and it just felt like a blessing.”