A cast of remarkable women brings the Vara Bow to life.

The story began in 1978, when Fiamma Ferragamo, Salvatore&rsquo;s eldest daughter, created the Vara shoe for a new generation of modern, independent women seeking both comfort and refinement. Since then, it has evolved into one of the Maison&rsquo;s most beloved emblems.

When Vara was first designed, the designers worked from a last perfected over several seasons for its superior comfort, defined by a low heel and rounded toe. To the prototype, they added a small oval ornament and an improvised bow crafted from a leftover piece of grosgrain ribbon.
It was meant to be temporary, the bow was supposed to be recreated in leather to match the upper, but a misunderstanding kept the grosgrain version in place, crowned with a gold plaque engraved with the Ferragamo logo. That happy accident became the shoe&rsquo;s unmistakable hallmark, later appearing on jewellery, handbags and other accessories.

To this day, each fold of the Vara Bow still carries Ferragamo&rsquo;s legacy of craftsmanship &mdash; a testament to generations of artistry and vision. It honours the beauty of individuality, celebrating women with their own rhythm, stories and identities. The latest Vara Bow project unites a diverse cast of women, each embodying Ferragamo&rsquo;s heritage and its ever-evolving sense of modernity.
Italian model Bianca Balti embodies strength and resilience with every step she takes on the runway. Fiamma Patern&ograve; Castello di San Giuliano, a fourth-generation member of the Ferragamo family and niece of the visionary who created the original Vara, carries forward a legacy of innovation and grace. Paloma Elsesser, celebrated model and advocate for inclusivity, expresses her individuality through unapologetic authenticity. 
Meanwhile, Hyeri Lee, one of South Korea&rsquo;s most beloved young actresses and former member of Girl&rsquo;s Day, brings her own vibrant energy to the story. Together, these powerful women appear in a series of intimate portraits, each revealing her personal connection to the Vara Bow, whether styled as the classic pump, the Mary Jane, the 55mm slingback, or the 95mm sandal.

More than a design, the bow represents freedom, authenticity, and the art of moving through life with grace and confidence. From Milan to New York to Seoul, four women express how this enduring emblem becomes part of their rhythm, their expression, their world.

Ferragamo’s iconic Vara Bow returns in a new campaign

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