For Ferragamo’s spring/summer 2026 campaign, the house leans into a mode that has long sat naturally within its world: cinema. Titled La Prima Impressione, the new outing unfolds as a filmic story directed by award-winning filmmaker Antoneta Alamat Kusijanović, tracing the subtle tensions, affections and rituals of family life through a distinctly modern lens. In the spotlight is Christy Turlington, cast as the matriarch of an Italian household and the force around which its shifting dynamics orbit.
Set at a countryside villa, the campaign begins with a familiar yet emotionally loaded premise—the arrival of a new partner into the family fold. From there, the narrative stretches across seven chapters to be revealed throughout the season, giving the story room to develop with the measured pacing of a film and the pull of an episodic unfolding narrative. It is a format that feels especially fitting for the luxury brand, with roots that remain closely tied to Hollywood, and one that creative director Maximilian Davis continues to revisit with care.
As Davis explains, cinema remains a compelling point of departure for the brand, while the casting of Turlington also folds neatly into Ferragamo’s own visual memory. In his work for the house, the designer has often returned to the archive, carrying its spirit forward into the present. Here, that instinct appears not only in the casting, but in the clothes and accessories themselves. Turlington’s presence carries that history charmingly, while her wardrobe sharpens it into something more fitting for the present: the sculptural S-heel mule evolves the emblematic F-heel from the archives, while a stiletto finished with the Vara bow draws on one of the brand’s most recognisable design signatures.
Through its family framework, La Prima Impressione also offers a fuller view of the spring/summer 2026 collection, including the new season’s relaxed tailoring, fluid silk prints and the redesigned Hug bag. The surrounding cast, including Pierre François Jacob, Penelope Ternes, Kaplan Hani, Edoardo Sebastianelli, Lina Zhang and Fatou Kebbeh, each bring a different facet of the Ferragamo universe into focus, from silken scarf dresses to the woven Hug bag and beaded S-heel mules. For spring/summer 2026, the Hug returns in glossy patent, striped woven leather, stamped croc and nubuck, while retaining its asymmetrical silhouette and folding side panels fastened with Gancini closures. Newer iterations also introduce a handwoven braided handle, further highlighting the house’s artisanal hand.
There is something deeply compelling about the way Ferragamo approaches family here, as a world shaped by dynamics and evolving roles. In that sense, La Prima Impressione captures the Italian luxury brand at its most assured, drawing together its cinematic legacy and modern sensuality with an enduring sense of family.
To shop the collection and for more information, visit Ferragamo.
