Salvatore Ferragamo celebrates the upcoming Chinese New Year by taking an adventure along with the tiger in an enchanting wonderland.
The digital campaign uses surreal cinematography to present a magical spring scene, coloured by peach trees, flower blossoms and fallen petals. Viewers will discover a reviving world, imbuing life with hopes and dreams in the Year of the Tiger, as well as pieces from the 2022 Chinese New Year capsule collection.
The third zodiac animal was a subject for Sun Yuan and Peng Yu to create a unique print for this collection.
The Beijing-based artists made their way together through the winding cultural situation of the 90s in China, expressing their singularity without following the spectacular artistic mainstream of that period, being extremely provocative, and challenging the moral standards that prevailed in the global art stream.
They previously collaborated with Ferragamo for the contemporary art installation Teenager Teenager (2020).
The Museo Salvatore Ferragamo 2021 Silk exhibition included their work Were Creatures Born Celestial? and a specially printed scarf that conceptually epitomised how the Silk Road has long been a fertile route for encounters and exchange between the Orient and the Occident.
Inspired by traditional Chinese paintings, the new print features the tiger which symbolises passion, daringness, auspiciousness and safety in Chinese culture. The tiger plays with other wild creatures, a crane, eagle, deer and monkey in the classic Chinese garden covered in rocks, plants and flowers, presenting a jolly, vibrant scene of renewal.
The tiger print is integrated into iconic accessories, such as silk foulard and Ferragamo Studio Bag. The lucky colour red features on the latest version of the Trifolio handbag. The men's accessories follow a red and black theme; the 3D texture crossbody bag is characterised by the Gancini pattern while the sneakers have an all-over Gancini monogram.
