The Vara Bow: Ferragamo’s Enduring Signature

Some designs transcend fashion to become part of a shared cultural language. For Ferragamo, that emblem is the Vara bow, a delicate yet decisive symbol of individuality, timelessness, and effortless motion.

Born almost by chance in 1978 from the creative intuition of Fiamma Ferragamo, the Vara shoe captured a new spirit of modern femininity for women who moved through the world with purpose, seeking both poise and ease in every step.

At the heart of Ferragamo’s latest campaign, a cast of extraordinary women brings the Vara bow to life through intimate portraits. Bianca Balti, Fiamma Paternò Castello di San Giuliano, Paloma Elsesser, and Hyeri Lee each offer a personal interpretation of this iconic motif, from classic pumps to playful slingbacks.

Bianca Balti, a timeless Italian beauty, radiates strength and grace, effortlessly blending tradition with modern confidence. Fiamma Paternò, representing the fourth generation of Ferragamo, bridges family heritage with a contemporary artistic vision. Paloma Elsesser, a trailblazer for inclusivity, uses fashion as a language of authenticity and empowerment. Hyeri Lee, one of South Korea’s brightest talents and channels a vibrant, youthful energy.

Through their diverse perspectives, the campaign reveals how a single emblem can reflect infinite expressions of self—from Milan to New York to Seoul.

A Bow with a Story

The Vara bow’s origin is as poetic as its design. When Fiamma conceived the shoe, a simple piece of grosgrain ribbon, meant as a temporary flourish, remained on the prototype by chance. Paired with a metal plaque, this understated detail became the defining signature. Gracing not only shoes but also bags, belts, jewelry, and small leather goods for generations. Every fold of the bow carries the Maison’s heritage of craftsmanship and emotion, a testament to Ferragamo’s ability to weave tradition into the fabric of modernity.

The Vara bow embodies freedom, authenticity, and the quiet joy of movement. A reflection of Ferragamo’s enduring dialogue between heritage and modernity, it moves seamlessly through time — at once classic and contemporary. Through artistry and innovation, Ferragamo continues to honor Fiamma’s vision while shaping the next chapter of its story. Experience the timeless elegance of the Vara Bow at Ferragamo, located on the Lower Level.