It is an expression of pure originality, captured in the Vara bow. Born almost by chance from an idea by Fiamma Ferragamo, it has become, over time, one of Maison’s most cherished emblems.

It’s a celebration of what makes every woman unique: each with her own stride, her own story, her own identity and femininity. It’s the timeless versatility of a code that, then as now, has always moved with the times. First, in 1978, when Fiamma, Salvatore's eldest daughter, designed the Vara shoe for a new generation of emancipated, on-the-go women who demanded both comfort and sophistication. And now, in our fast-paced present, where women shape their lives with passion and boldness, seeing what they wear as an extension of their personality.

This is the narrative at the heart of the new Vara Bow project, brought to life by a cast of special women who embody a heritage that has always captured the spirit of modernity, across diverse generations and lifestyles. Bianca Balti, Fiamma Paternò Castello di San Giuliano, Paloma Elsesser, and Hyeri Lee star in a series of intimate portraits, sharing their stories and their unique, spontaneous take on wearing the Vara bow - from the classic pump and the Mary Jane to the 55mm slingback and 95mm sandal.

The visuals - which also feature a cameo from Fiamma's sister, Giovanna Gentile Ferragamo - celebrate not just the Vara design, but the attitude it represents. In every form, that bow has always stood for freedom, authenticity, and the joy of moving through the world with elegance and determination. It’s an icon that, like the women who choose it, constantly evolves and renews itself without ever losing its essence.

At the time of Vara’s creation, the designers began working with a last that had been tested and renowned for several seasons for its comfort, featuring a low heel and a rounded toe. A small oval decoration and an improvised bow, made from a scrap of grosgrain ribbon found in the atelier, were added to the prototype.  The idea seemed good, and it was decided to give the shoe to the model-maker, asking him to craft the bow from the same leather as the upper. In reality, the message was misunderstood, and the bow remained in grosgrain.

By chance, in 1978, that ornamental detail remained in its prototype version, crowned with a metal plaque engraved with the logo. It soon became a signature element, appearing not just on shoes but on jewelry, bags, belts, and small leather goods.

To this day, every fold of that bow holds the Maison’s emotional resonance and artisanal excellence: the mastery, creativity, and talent that for generations have defined Ferragamo and the women who inspire its vision—perfectly poised between tradition and progress, dedication and connection, elegance and empowerment.

Shop the collection in-store on Ground Level.