Italian fashion label Salvatore Ferragamo is pursuing the finer things in life through a vivacious spring/summer 2016 advertising campaign. See more below…

“Lo Splendore Della Vita,” or “The Splendor of Life,” is based on the eponymous brand founder’s idea that beauty is limitless and a drive for perfection never ceases. Beyond promoting the brand’s latest apparel and accessories, this campaign seeks to inspire consumers by speaking to the intangible luxuries that elevate a life.

Ferragamo’s campaign was photographed by Craig McDean, starring models Maartje Verhoef, Jing Wen, Julia Van Os and Jon Kortajarena. The print effort takes place at the intersection of a beach and city, an homage to Mr. Ferragamo’s journey from southern Italy to Hollywood in the 1920s.

In one image, a trio of women lie on a balcony overlooking the sea, their feet leaning against the railing in front of them. They are captured seemingly in deep conversation, sharing confidences with friends. Nods to childhood pastimes also make an appearance, as Ms. Wen is pictured posing next to a cherry red bicycle. Others show individual models looking pensively out at the water, appearing to contemplate the meaning of life itself.

Of the campaign, Ferragamo explained in a statement, “The print and digital campaign depicts the timeless lifestyle of the sophisticated globetrotter – evoking the inherently Italian notion of lo splendore della vita, that luxurious quest for pleasure and delight, effortlessly achieved at one’s own pace and locale.”

The backdrop was intended to make the graphic apparel in Ferragamo’s spring collection pop.






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