Ferragamo Unveils "Legends, Reimagined" Campaign
A Visual Celebration Honoring Italian Excellence, Craftsmanship, and Iconic Figures
Ferragamo announced the first chapter of "Legends, Reimagined" during Milan Fashion Week. This project pays tribute to Italian craftsmanship, the excellence of human hands, and the spirit of creation, celebrating the pioneering spirit and passion for craftsmanship of Salvatore Ferragamo, known as the "shoemaker of dreams."
"Legends, Reimagined" is an ongoing series that honors iconic designs representing the brand and individuals who embody excellence through exceptional skill and vision that pushes boundaries. The first chapter delves into the essence of Ferragamo's legacy, focusing on the masterpiece "Tramezza" shoe, the pinnacle of shoemaking that requires over 160 handcrafted processes. It is a testament to the excellence and exceptional value of Made in Italy.
To launch this project, Ferragamo partnered with Alberto Tomba, a legend in Italian skiing. Known for his charisma, Tomba is recognized as a true outsider in the skiing world. Raised in the hills near Bologna rather than traditional mountain regions, he broke conventions through natural intuition and an unwavering pursuit of perfection.
Just as Tramezza embodies the unparalleled essence of Ferragamo shoemaking, Tomba's unique skiing style, which combines explosive power, exceptional technique, and dynamic elegance, has distinguished him as a symbol of Italian excellence on the world stage.
The event featured an exhibition of the Tramezza core collection, along with Tomba's own wooden last. Additionally, the Made-to-Order (MTO) program was introduced, allowing customers to select from carefully chosen rare materials such as alligator, ostrich, and hand-finished calf leather. This special service enables customers to customize their shoes to their preferences, including engraving initials on the insole, creating a unique pair that reflects their individual personality and identity. This embodies Ferragamo's philosophy of creating one-of-a-kind creations.
For the event, Ferragamo transformed The Wilde, a members-only salon in Milan, into an exclusive "Tramezza Atelier." The venue created an immersive space where guests could experience craftsmanship, culture, and the brand's unique aesthetic. Through multi-sensory presentations with attention to lighting, fragrance, materials, and sound, guests naturally experienced the refined world of Tramezza.
Crafted by skilled artisans through over 160 processes and more than 6 hours of handwork, this style symbolizes Ferragamo's men's footwear heritage. The name derives from the tramezza, a thick yet flexible leather layer inserted between the insole and outsole. Developed and patented by founder Salvatore Ferragamo in the 1920s, the Goodyear welt construction uses leather instead of cork in the midsole, allowing the leather to mold to the foot's shape after several wearings, creating a special fit unique to the wearer. Furthermore, by incorporating the steel shank also patented by Salvatore Ferragamo, the design firmly supports the foot. This masterpiece, rooted in tradition yet refined through innovation, is crafted to be cherished for years, embodying timeless sophistication.
The Tramezza visuals center on cinematic portraits of Alberto Tomba, tracing pivotal moments in his journey while delving into his unpretentious inner self. Following Tomba as he shares his story, the camera carefully captures gestures like tying Tramezza shoelaces, checking balance, and movements reminiscent of his Alpine slope skiing days. Each movement is depicted as a series of motions harmonizing precision, rhythm, and control, with the shoes serving as a metaphor for the duality of discipline and instinct that shaped his competitive career.
"Through 'Legends, Reimagined,' we aim to convey the deep connection between the artistry created by human hands and the spirit of those who continually strive for excellence." — James Ferragamo, Chief Product Officer at Ferragamo.
"Tramezza is an icon symbolizing Ferragamo's heritage, embodying structural precision and meticulous finishing that characterizes the essence of Ferragamo shoes. By reimagining icons through the stories of exceptional individuals like Alberto Tomba, we celebrate a heritage that is constantly evolving yet deeply rooted in the pursuit of perfection. It is a tribute to craftsmanship itself and a hymn to the pride that comes from owning a pair of Ferragamo shoes. We believe this pride is the beginning of a new 'eternal legend' to be passed down."
