Michele Norsa, CEO of Salvatore Ferragamo, and James Ferragamo, Women’s Leather Product Director of the Maison hosted the launch event of L’Icona Ferragamo in celebration of the 35th anniversary of Vara, an online project developed to rediscover Ferragamo’s signature shoe, Vara, and its ballet flat version, Varina. The project features a dedicated menu, accessible through ferragamo.com, allowing the ordering of customized Varas and Varinas in grey flannel tweed or glass flower patent leather, available in a wide array colours ranging from Oxford Blue to Ruby Red, to the brand new Blush Pink, Grape, Storm, and Plume.
The Beyond Museum was transformed into a giant lighting effects - inspired by the imagery of Japanese artist Yayoi Kusama announced on the façade an ‘iconic-pop’ atmosphere. Inside, a Vara pop-up shop allowed immediate orders and purchases, while two master craftsmen flown in from the Florence workshop offered a fascinating live demonstration of the art of shoemaking. The new woman's fragrance Signorina Eleganza and its elegant Vara-inspired flacon were also presented in a nearby dedicated area.
On the second floor, mirrors and more lighting effects created the setting for an amazing performance by Italian flying dancer Giovanna Soletta, arrived expressly from Italy to participate to the event. Fifteen Vara star portraits, displayed on the balcony, and went on dancing until late on the notes of Niki DJ (young baroness Nicola Winspeare Guicciardi), also flown in from Italy.
HyoJoo Han, ShinHye Park, YiHyun Soh, Ara Go, Tiffany, Sarang Kim, JoonHee Ko, TaeYoun, DaHee Lee, Esom, JooWon Kim, BoYoung Lee, MinJung Kim, SeoHyun, and HyeJin Han, fifteen of today’s most modern, iconic women, participated in the project in the portraits by Korean photographer SeiHon Cho, who captured them in their own choice of customized Vara or Varina, tailored to their specific personality and reflecting their lifestyle.
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