Following its highly successful autumn/winter 2023 collection, the prolific house of Ferragamo under creative director Maximilian Davis has announced its latest Renaissance campaign in an homage to its deep-rooted Italian heritage. Blending the maison’s long-standing tradition of fusing beauty and innovation, the campaign features several of the most prolific runway models taking centre stage beside Renaissance paintings loaned from the famed Uffizi Gallery—an Italian art museum based known for its extensive collection of antique sculptures and paintings.
One of the key inspirations for the campaign dates back to founder Salvatore Ferragamo’s career in the early 1900s. Born in the village of Bonito and the 11th child of 14, Ferragamo begin dabbling in shoe-making from the tender age of 12. It was not until he moved to the States to pursue his fashion dreams did his life and career see tremendous recognition and success, a renaissance in its own right. The interiors of his first store at 6683 Hollywood Boulevard saw 14-th century influences throughout, from rich tapestries to hand-carved wooden furniture. A seamless blend of Ferragamo’s Italian culture and the unabashed boldness of early 20th-century America, it was imbued with the spirit of place and time.
The second reference for this campaign looked at the Italian Renaissance, a prominent period that started during the 1300s. It was during this time that Italy saw a revival in arts, architecture, music and culture, a period of “rebirth” that found its way across major players in Europe.
Lensed by American photographer Tyler Mitchell, muses—including Vittoria Ceretti, Lina Zhang, Mona Tougaard, Paul Hameline and more—were styled in tailored picks from the latest collection. Sharp blazers, faux fur coats and drapey maxi dresses in shades of ash, russet and scarlet perfectly complemented the rich acrylic backgrounds. Signature house accessories such as the Hug bag and Wanda top handle return, in a wide array of colours and prints. Davis also spoke on the campaign, sharing: “The Renaissance is hardwired into Florence, and Florence is hardwired into Ferragamo. At this time of a new beginning at the house, it made perfect sense to reclaim the cradle of the Renaissance as our spiritual home, and to harness the deep, artistic spirit of this city to showcase the new collection.”
The new Ferragamo Renaissance campaign is an exhibition of unbridled creativity, incorporating contemporary design with centuries-old references. Through the skilful hands and minds of all surrounding the project, it exhibits an evolution in heritage while establishing its very own continuity and legacy.
For more information on the campaign and the autumn/winter 2023 collection, visit Ferragamo’s official website here.
