An addictive soundtrack, vibrant pops of colour and spontaneity: these are the key ingredients of Salvatore Ferragamo’s Fall/Winter 2017 campaign, “Ferragamo and I”. Starring Chinese supermodel Xiao Wen Ju alongside Aymeline Valade and Kit Butler, the campaign brings Ferragamo’s latest line-up of shoes and bags to life in a series of dynamic visuals and videos.

With his clever play on perspective and motion, Swiss photographer Walter Pfeiffer injects energy into the campaign as he captures the love affair between Ferragamo fans and the Italian leather house. Besides campaign images and videos, Pfeiffer expands on the narrative with a mini-series titled “Cast Diaries”, where the models improvise with the Ferragamo accessories against eye-catching backdrops for a fun and surprising take on the collection.

Juxtaposed against an array of bold patterns and bright, fruity shades like pink and purple, Ferragamo’s elegant accessories are cast in a playful light — a refreshing change that signifies the Florentine brand’s new direction towards engaging its modern customers. “Ferragamo and I” is both a colourful feast for the eyes and a statement of Ferragamo’s relevance, even as it celebrates its 90th anniversary this year.