Salvatore Ferragamo debuts a new signature bag Boxyz with a digital campaign featuring a cast of 3 models – reflecting the sophisticated diversity of the Ferragamo universe.

THE series of photographs and short videos, reveals model Aaliyah Hydes, Lina Zhang and Maye Musk describing their idea of the ideal woman through their Boxyz.

Creative Director Paul Andrew has deployed all of Salvatore Ferragamo’s generations-worth of artisan expertise to develop an original handbag uniquely suited for the demands of 21st Century life: a future classic.

For the boxyz digital campaign, Salvatore Ferragamo adds to its Patchwork of Characters with a cast of models of varying ages and backgrounds, reflecting the sophisticated diversity of the Ferragamo universe.

United by a taste for the refinement expressed in the brand’s creations, Aaliyah Hydes, Lina Zhang and Maye Musk – a 70s icon for her unconventional choices in both her personal and professional life – will reveal themselves through a series of photographs and short videos, describing their idea of the ideal woman.

Paul Andrew said: “Selecting a handbag that will be with you every day is an intensely personal choice.

So, when I set out to create a bag worthy of carrying the most essential and cherished items in a modern woman’s life – as well as becoming one of those items – I started by asking the many important women in my life what they care about most in a bag.

Every response was as different and diverse as the women who shared them, but there were some common themes; privacy, convenience, strength, beauty and boldness. The boxyz is designed to answer these needs down the last letter – a portable and precious safe space crafted with Ferragamo’s heritage expertise.”

Highlight features of the boxyz – (pron: bɒksɪz) include:

Privacy: a unique-to-each-bag lock and key means the private contents of each boxyz need never be compromised. Combined with a light yet strong rigid frame in redefined trapeze shape, this feature transforms each bag into a highly personal and always portable treasure chest.

Identity: the signature of Salvatore Ferragamo is there for the cognoscenti to see in boxyz’s Gancini-shaped top-handle and clasp closure, as well as the hardware on its securely attached key fob. Additionally, the design’s front flap features a distinctive chisel detail at each bottom corner.

Individuality: The boxyz is initially available in ten colors and four materials – calf, tweed, ostrich and lizard – followed shortly afterwards by special print-lined editions.

Versatility: offered in three sizes, (17.5x9x17.5 cm, 22x10x20 cm, or 27×11.5×23 cm), and featuring both top-handle and adjustable (and removable) shoulder-strap, the boxyz is scaled to suit every lifestyle.

Intuitive elegance: the functional efficiency of the boxyz’s hand-crafted opening reveals two capacious compartments, one zippered for security, one open for convenience.

Longevity: each boxyz is constructed in the finest materials and perfectly-worked by Salvatore Ferragamo artisans. This is a bag for now and forever.