Ferragamo's Vara pump celebrates its 35th birthday Modern trendsetters, including Olivia Palermo, Miroslava Duma and Susie Lau, join together in L'Icona, Ferragamo's exclusive birthday project which offers you the chance to customise a pair of Vara pumps. Italian luxury goods brand, Salvatore Ferragamo is celebrating the 35th birthday of its much coveted Vara pump; the mid-heeled patent ballet-style shoe with a grosgrain bow and metallic disk, favoured by the likes of style savvy Alexa Chung and the late Margaret Thatcher. To celebrate the pump's anniversary, Ferragamo has launched a special online project. L'Icona sees 21 of the world's current trendsetters don a custom pair of Ferragamo's Vara or Varinas (the Vara's ballet flat sister with gold plaque). Gracing the website already are Olivia Palermo, Lily Aldridge and Lake Bell, while the other stylish ladies are in-waiting behind May's advent calendar doors decorated with dainty Varas, of course. IN PICTURES: Spring's best flat shoes And while the video, also featuring Miroslava Duma, Susie Lau and Elettra Weidemann, will have you seething with patent pump-induced jealousy, Ferragamo are offering you the chance to customise a pair of Varas, too. From the colour of the bow to the body of the shoe and the metal of the disk (gold or silver) you can go zany like Susie Bubble with two-tone turquoise or pick ladylike nudes à la Lake Bell. And you may as well go the whole hog and get your initials engraved on the round plaque, too. "The colours make me happy," says Olivia Palermo of her customised Varas. Photos: Claiborne Swanson Frank The project "is an example of how you can create something timeless but personalize it. It's for the customer who wants to buy it and be able to make a shoe that's only done for them," explained director of womens leather products, James Ferragamo to Fashionista . "I think that exclusivity is very important in fashion," he continued. "The Vara reminds me of my mother," notes actress Lake Bell. And if the video of the dancing, petal-throwing ladies isn't enough to sway you towards spending approximately £354 on a unique pair of Varas, Ferragamo's gooey family history of the shoe might. "It's the first shoe I ever made," Ferragamo recalls. When I was nine years old working on the production line I actually made one pair of this shoe for my English grandmother. She never wore it, she always kept it on the mantle as an example of her grandson who made a shoe for her. Now that's a patent pump with depth. Directed by Justin Wu