For the second season in a row, Ferragni took a step back from modeling as the face of her eponymous collection’s campaign, casting model Staz Lindes to take on her role.
“I realized that since there is already a lot of me in the collection, so I wanted to add another character in this story, Ferragni explained. “It took some time for me to define the perfect woman to represent the brand, but Staz is a young woman and an unconventional beauty, she can be sweet and strong at the same time, just like the spirit of the collection.”
The blogger and designer also played with contrasts when it came to the concept of the campaign, which was shot by Brianna Capozzi and styled by Marialena Morreli.
Her metallic takes on classic Western boots — including a daring over-the-knee pair that Ferragni points as a favorite — playful glitter pumps and wink-eye slip-on sneakers were styled with equally fierce boyish leather jackets and oversized flame-printed shirts. The campaign’s backdrop of a deserted hotel room creates a nostalgic, softer mood that juxtaposes the strong attitude of the footwear.
“I like to play with both sides of the coin,” Ferragni added. “The idea behind the campaign is to create a balance; the strong shoes and styling are in harmony with the dreamy mood and the tender attitude of the model. I really like this duality and the idea that it can live within every woman.”
As she plans her new collection, Ferragni said she aims to introduce new styles and a wider range, as well as a winter holiday collection for next fall.