A current exhibition at Palazzo Spini Feroni in Florence reveals life of Salvatore Ferragamo between 1915 and 1927. During this period, the young designer was concealing himself from the horrors of the First World War in USA.
The number of such emigrants from Italy grew constantly, and their influence on American culture was unavoidable. For instance, a real boom of mute films took place during the first quarter of the 20th century. Italian actors – thanks to their expressiveness – could win you over, without having to use words.
The new stars began to shine, and many of them were concurrently Ferragamo’s clients. In his narrative biography, Salvatore drew a parallel between himself and the film industry. The exposition’s main idea is to create an impression of entering a Universal Studios pavilion with a reconstructed entourage dating back to 1920s.
One of the eight rooms – as tradition demands – is entirely dedicated to the couturier. In 1923, Salvatore – who had already become a public persona – opened a store with a neat name The Hollywood Boot Shop. This store’s eviction copy is arranged in the concluding room.
The exhibition opened on May 24, 2018, and is available until March 10, 2019.