Not only did Argentinian artist and film director Amalia Ulman produce Ferragamo’s latest Spring-Summer campaign, but the multi-fascinated creative stars as the protagonist in the film alongside young American Emmy Award-winning actor and musician, Jharrel Jerome. The campaign, titled Hotel Splendid, is the latest from Ferragamo’s series of films, which puts the viewer in serious vacation-mode by depicting a summer adventure through cobblestone streets and the Mediterranean waters.
Ferragamo ventures beyond its Hamptons summer homestead (hosted with GRAZIA USA) and develops a fancy-filled Mediterranean world shot by photographer Hugo Comte. Looking at the range of ready-to-wear and accessories, the pieces don’t simply make a cameo but co-star in the production. The luxury label’s iconic Vara and Varina designs and the bohemian clogs with Gancini buckle are included, plus, the brand’s newest star, an ultra-soft bucket bag, takes centerstage in the film.
Artist and film director Amalia Ulman spoke with GRAZIA about the inspiration and process of working with the luxury label for the Ferragamo SS22 campaign.
GRAZIA: What was the inspiration behind the campaign?
Amalia Ulman: A lot of the inspiration for the campaign’s short were European films about summer vacations and homecomings. Feelings of boredom, heat and stagnation, like Rohmer’s La Collectionneuse; but also the nuisances of living with one’s parents again.
G:How did the project come about?
AU: I was in constant communication with the brand and it was a very collaborative endeavor. We were looking for a summer story that wasn’t the usual boy meets girl narrative. I was particularly interested in dealing with familial shame and at the same time, friendship. I wanted to explore those things we might feel embarrassed about when we go back home with our families and also those beautiful seasonal friendships with people we might have never seen again.
G: How did working on the Ferragamo campaign differ from your other previous works?
AU: It differs on a technical level, because I’m used to working with smaller crews in more intimate settings and here I had to collaborate with Ferragamo’s team. That being said, some of the crew members from El Planeta, my DA and DP, were on set with me, which made me very happy. I also loved working with Jharrel Jerome and Sacha Quenby, it was an absolute pleasure to work with them since they had such a great chemistry.
G: You’re well known in the art world; are you interested in dabbling more involved in the fashion world?
AU: I’m very invested in Fine Arts and filmmaking so I can only follow fashion from afar, but it is definitely something I look at for inspiration in my work all the time.
