“Hollywood in Italy” exhibition at The Salvatore Ferragamo Museum in Florence

Hollywood in Italy” at The Salvatore Ferragamo Museum. Photo © @ferragamo

The American period of life of the Italian designer Salvatore Ferragamo — from 1915 to 1927 — has been the source of inspiration for “Italy in Hollywood” exhibition. For twelve years of life in California, Salvatore Ferragamo has managed to work as a shoemaker at the studio of the American Film Company (A.F.C.), collaborate with directors D. W. Griffith and Cecil B. DeMille, and in 1923 he opened his first own shop called the Hollywood Boot Shop. Joan Crawford, Paul Negri, Charlie Chaplin, Rudolf Valentino and Mary Pickford were on the list of regular customers of the “star shoemaker”. “I seem to see a parallel between the film industry and my own,” used to say Salvatore Ferragamo.
Indeed, the American cinematography rise during this period coincided with mass migration from Italy to the United States. Much of the “Italy in Hollywood” display highlights the way the traditions and culture of the bel paese influenced American art, cinema, music and architecture. In one of the exhibition halls, The Hollywood Boot Shop, the first shoe store of Ferragamo, was reproduced with accuracy, where, in addition to photographs of famous film star clients, there are also shoes that Salvatore Ferragamo personally created for them.

“Hollywood in Italy” exhibition at The Salvatore Ferragamo Museum runs till March 10, 2019.

Address: Piazza Santa Trinita 5/R, 50123 Florence, Italy


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Photo: Timur Artamonov for Elle-Russia

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