As the luxury house Ferragamo celebrates its legacy, its latest campaign for Fall 2024 returns to Florence, where it unfolds against the backdrop of the city’s timeless beauty.
Ferragamo’s Fall 2023 campaign set the stage with an elegant collaboration with the Uffizi Gallery in Florence, marking a momentous partnership with the renowned institution as the Italian brand nears its centennial celebrations in 2027.
Guided by Maximilian Davis, Ferragamo’s new campaign showcases a stellar cast, including Lina Zhang, Peter Saville, Raquel Zimmermann, Tim Schuhmacher, and Yasmine Warsame. Styled by Lotta Volkova and captured by the iconic Juergen Teller, the campaign masterfully blends historical reverence with modern sophistication, echoing Ferragamo’s profound ties to its Florentine roots.
The campaign video immerses viewers in a unique auditory experience, orchestrated to the sounds of shoes clicking against the cobblestones of Florence. These evocative sounds almost mimic the clatter of horse hooves, a nod to Ferragamo’s roots in footwear. This soundscape complements the visual grandeur of the campaign, which captures the essence of Florence’s historic streets and landmarks.
Central to the campaign’s narrative are key locations that anchor the collection’s story. Palazzo Spini Feroni, Ferragamo’s Florence headquarters since the 1930s, is a significant setting. This building, which also houses the Ferragamo Museum, links the brand to its historical and cultural heritage, embodying a fusion of tradition and innovation. Other iconic spots include the Loggia dei Lanzi in Piazza della Signoria, renowned for its Renaissance sculptures; Palazzo Corsini by the Arno River, a baroque masterpiece; and the serene San Miniato al Monte, a stunning example of Romanesque architecture.
The collection itself, designed by Maximilian Davis, explores the glamour of the 1920s through a contemporary lens. It features raised hems, fluid textiles, and casual tailoring, merging historical influences with modern sensibilities. The wardrobe is a study in contrasts: lacquered organdie dresses and feathered finishes juxtapose with structured masculine silhouettes, broad shoulders, and heavy wools. This dynamic interplay reflects the liberated spirit of the Roaring Twenties, distilled into a refined, modern expression.
Davis’s vision brings to life both the elegance and audacity of the era. Hyper-feminine transparencies, sequinned embroideries, and sculptural tailoring capture the exuberance of the 1920s, while also pushing fashion’s boundaries. The collection’s footwear pays homage to Ferragamo’s archives, showcasing reinvented classics like the Eva pumps and square-tip loafers, alongside new leather accessories such as tote bags and hug handbags.
The involvement of Peter Saville, a long-time collaborator who recently redesigned the Ferragamo logo, adds another layer of significance to the campaign. Saville’s presence as a model bridges the past and present, symbolising the brand’s evolution while paying tribute to its storied history.
Ferragamo’s Fall 2024 campaign is more than just a showcase of fashion; it’s a celebration of Florence’s rich cultural heritage and a testament to the brand’s enduring legacy. By intertwining the historical with the contemporary, Ferragamo not only honours its past but also sets the stage for its future, reaffirming its status as a cornerstone of luxury and style
As Ferragamo continues to chart its course towards its centennial milestone, this campaign serves as a powerful reminder of its roots in Florence and its ongoing commitment to timeless elegance. With a blend of historical reverence and modern innovation, Ferragamo reaffirms its position at the forefront of fashion, inviting us all to rediscover the beauty of its heritage and the promise of its future.