AFFECTIONATELY called "My Ferragamo", the legendary Italian luxury shoe maker redefines its traditional art of making comfortable shoes by introducing a charming collection of ballerinas, wedges, loafers, boots and low-heel pumps in bright, happy colours.

Made in Italy and clearly targeting the young, or young at heart, each lively colour is a play on mood and every style, an expression of the changing lifestyles of the active and dynamic women of today.

"I feel it's the right time to surprise our customers and approach new ones with a fun and joyful collection reflecting iconic motifs and Ferragamo's aesthetics in colour and design" said James Ferragamo, a third-generation member of the family and the Women's Leather Product director for the Salvatore Ferragamo Group.

His grandfather and founder, Salvatore, was a leader in the shoe industry for more than 70 years.

Famously dubbed the "shoemaker to the stars", with a fan base that included Rita Hayworth, Marilyn Monroe and Audrey Hepburn, the talented inventor of the cork wedge (1937) dedicated his life to creating shoes that "always fit perfectly" and communicates the personality of individuals.

Travel companions and partners in adventure, "My Ferragamo" shoes are designed to satisfy comfort as a basic contemporary need and elegance as an absolute must for every woman -- quality shoes she can wear to a business meeting or for a leisurely stroll in a shopping mall.

This is a permanent collection for the brand and new models will be introduced every season.

THE COLLECTION