Viva the VIVA! Meet the six new-gen style-setters bringing our new icon shoe to life.

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Salvatore Ferragamo unveils a bold new campaign starring a six-strong cast of dynamic cultural creators. Together they celebrate the emergence of Salvatore Ferragamo’s new house icon shoe - the Viva, a fresh style that incorporates a boldly modernised upgrade of the house icon Vara bow. The Viva was designed by Creative Director Paul Andrew to meet the myriad needs of an emerging generation. To reflect that, this spirited and vibrant new photographed campaign unites a diverse group of curious and creative tastemakers to reflect one vital question. Shot as individuals and a group, our cast of future-facing Ferragamo faces aligns to define what makes them feel empowered, enabled, and energised to live their best life.

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That cast in full is:
Camila Mendes. Best known for her role as Veronica Lodge in Riverdale - her first-ever professional part. Virginia-born Camila Mendes is a new-gen superstar who deploys her platform to campaign for positive body-image and democratic participation.

Dara Allen. Student of fashion journalism turned stylist turned breakout model of the season for Fall 2017, the San Diego native turned New Yorker trans model Dara Allen is a cutting-edge image maker and activist - a fearless voice of our times.

Debby Ryan. Debby Ryan was born in Alabama and found fame as a teenager thanks to her much-loved work on the Disney Channel. She transitioned to spikier fare via her starring role in the Netflix series Insatiable and most recently appears alongside Alison Brie in Horse Girl.

Paloma Elsesser. London-born New Yorker Paloma Elsesser recently made her movie debut appearing alongside Adam Sandler, Julia Fox and The Weeknd in Uncut Gems. A cover star for both British Vogue and Vogue Arabia, Paloma is a ‘plus-sized’ model possessed of powerful poise and personality.

Kiersey Clemons. An actress of rare range and presence, Kiersey Clemons stars in the long-anticipated upcoming Zorro reboot, Z as well as The Ball Method. Kiersey is also a prodigiously talented musician and producer and has collaborated with Pharrell Williams amongst others. She lives in California.

Olivia Sui. Chinese-born and US-raised, Olivia Sui has been a Smosh cast member since 2015. Irreverent, fearless and provocative she is at the forefront of a new wave of comedy talent.

Under the creative directorship of Salvatore Ferragamo’s Paul Andrew and the visual direction of Tommy Dorfman the new Viva campaign launches across all platforms in February 2020.

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