Chinese New Year 2021. WHAT MAKES YOU NIU?

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The pivotal focus of the CNY project is the digital campaign entitled What makes you Niu? featuring the London-based artist and illustrator Charlotte Mei, called on to create a series of photographic collages and illustrations.

Niu is how the word ox is pronounced in Chinese, but it is also a Chinglish neologism for a person who is capable, tenacious and bold. With celebratory aesthetics of the year of the Ox, the campaign conveys the NIU! message with a series of big-impact editorial images and artwork that highlights the exclusive selection of CNY products.

Inspiration includes Pop Art from the seventies and Roy Lichtenstein, through to cartoon heroes. Visual narration conceived to inject NIU! energy into the Ferragamo community, called on to interact and express itself with the brand in defining this formidable concept. A chance to reflect on what inspires us to live as the best version of ourselves.

CNY product highlights:
For her, pure silk scarves features the zodiac sign of the Ox in a floral patchwork embellished with rich Chinese iconography. This emblematic print is used on the iconic Viva Bow Bag and Viva shoe to recreate a sophisticated across-the-board combo.

For him, black&gold for the driving loafer, sneaker and poolside slide—gold is a fundamental element for the sign of the Ox. Same colour combo for men’s leather goods in a selection that includes continental and classic wallets, briefcases, pouch and shoulder bags, characterized by embossed details in a Gancini pattern. The CNY look is rounded out by three special belts with double Gancini buckles, Ferragamo bestsellers, again in black and gold.