Salvatore Ferragamo presents the new boxyz bag. Creative Director Paul Andrew has deployed all of Salvatore Ferragamo’s generations-worth of artisan expertise to develop an original handbag uniquely suited for the demands of 21st Century life: a future classic.
For the boxyz digital campaign, Salvatore Ferragamo adds to its Patchwork of Characters with a cast of models of varying ages and backgrounds, reflecting the sophisticated diversity of the Ferragamo universe. United by a taste for the refinement expressed in the brand’s creations, Aaliyah Hydes, Lina Zhang and Maye Musk – a 70s icon for her unconventional choices in both her personal and professional life – will reveal themselves through a series of photographs and short videos, describing their idea of the ideal woman.
Paul Andrew, Creative Director at Salvatore Ferragamo states: “Selecting a handbag that will be with you every day is an intensely personal choice. So, when I set out to create a bag worthy of carrying the most essential and cherished items in a modern woman’s life – as well as becoming one of those items – I started by asking the many important women in my life what they care about most in a bag. Every response was as different and diverse as the women who shared them, but there were some common themes; privacy, convenience, strength, beauty and boldness.”
The boxyz is designed to be a portable and precious safe space crafted with Ferragamo’s heritage expertise.