Chiara Ferragni has unveiled the spring 2016 campaign for her eponymous footwear line starring the model Lili Sumner.
It marks the first time the blogger and designer is not posing as the face of her brand’s campaign.
“I have often been criticized that Chiara Ferragni Collection is just a merchandising project. This season I felt it was the right moment to take a step back and focus on the creative side, leaving a new face to represent the collection,” she said.
“This can lead the way to more collaborations with talented faces of the fashion industry who are able to inspire me and interpret my designs.”
Shot by the British photographer Ben Ryner in Los Angeles, the campaign features Sumner in fishnet tights and Nineties-inspired clothing against brightly colored backgrounds that match the line’s superwoman theme.
The collection features some of Ferragni’s signature styles such as slip-on sneakers, block-heel ankle boots and glitter lace-up flats with pop-art slogans, stars and heroine figures appliquéd on the straps and heels of the shoes.
“The three heroines featured in the collection were built in my imagination as confident but at the same time able to have a sense of irony; these are the female qualities which I admire the most,” she said.
Ferragni has been steadily building her brand since launching it several years ago.
“When I started, I didn’t have any idea of production or how things worked in footwear,” she said in her rapid-fire, accented English, with her French bulldog, Matilda, on her lap. “I’ve always been into shoes and bags. Shoes, I’ve always felt like I could do. And there is much more space for new people [today],” she told FN in an exclusive interview last year.