Viva la Salvatore Ferragamo, a new icon has arrived

The Italian authority in luxury shoes have just released its newest house icon: Viva. In a nod towards Salvatore Ferragamo‘s well-loved Vara bow, Viva plays on its structure adding angles of modernity. This design by creative director Paul Andrew is meant to meet the needs of a younger, emerging generation.

He shared, “The starting point was the realisation that while each new generation is distinct, individual and shaped by its time, every new generation also begins in a context created by that which came before it.”

What’s bigger and better with Viva is its bow, more assertive and made from the material as the rest of the shoe which comes in either leather, denim or linen canvas. “I took inspiration from my favourite artist, Richard Serra, as I modernized the heel as a sculptural block form.”

The new icon is designed with two styles in mind: classic or ruffled, while available in a mid or low heel. Long-time fans of Vara need not worry, their first love is indefinitely here to stay.

Viva kicks off the Spring/Summer 2020 collection with a campaign starring six cultural creators, including Riverdale’s Camila Mendes and model Paloma Elsesser. In this campaign, the creators share what makes them feel empowered, enabled and energised to live their best life. Check it out: