It’s 2019. Everyone is employing influencers to market their brands. Some might be successful; some might turn downright into a major fiasco (read: Fyre Festival and the case of Luka Sabbat). But it seems like “influencers marketing” has no signs of slowing down – considering that some have followers more than a nation combined. Italian fashion house, Salvatore Ferragamo is the latest to engage in an influencer marketing ploy to unveil their new monogram – The Gancini – which features the iconic double-hook fastening the house is known for.
The digital campaign, directed by influencer (or, uhm, director?) Bryanboy, features Caro Daur, Diet Prada, Tamu McPherson, Pelayo Díaz, Aureta, Susie Bubble and Carlo Sestini. The short film series called, Made in Florence, shows a humorous satire of the pleasures and perils of living life as an influencer, through the digital lens of today. All of them, accessorised by The Gancini pieces of course.
No doubt these “contents” are a great way to capture the attention in the digital sphere, but it’s Ferragamo’s heritage, craftmanship and quality we great respect. So, it’s good to know they are also partnering with a selected group of artisanal companies across the world to showcase their expertise. After all, Ferragamo is almost a decade old and produces one of the best leather goods from Italy; isn’t that we should value the most?