To unveil the Pre-Fall 2024 collection, Ferragamo introduces a new campaign captured by photographer Harley Weir. This campaign is a vivid expression of the unique aesthetic that Maximilian Davis has crafted for the house, viewed through the enticing perspective of summer.
“We wanted to play with the idea of fantasy and reality,” explains Davis, “and Harley is someone who can express something that is both very real and very magical.” Against a backdrop of Italian sculptures rendered as sandcastles, a summer wardrobe reveals itself: pieces that can seamlessly adapt between long days and even longer evenings spent on the beach. “I wanted it to have an ease, but also an energy, which women can relate to,” he continues.
Campaign concept and creative direction by Ferdinando Verderi; Photography and video direction by Harley Weir; Photography (collateral images) by Luna Conte; Styling by Lotta Volkova
While the collection remains rooted in the contemporary language of Ferragamo, the history of the house appears interwoven throughout. Raffia, a staple of Ferragamo’s early designs, is translated into leather-lined woven shoppers and cut-out totes, as well as applied to the uppers of mules.
“In terms of technique, combining high and low is what Ferragamo is about,” explains Davis—and, embroidered with Lucio Venna’s original artwork for the house from the late 1920s, the everyday appears elevated by the incorporation of the brand’s history. “Ferragamo and Venna collaborated to create artwork that wasn’t to do with [the] product: it was just about making really good imagery—and that collaboration made me particularly interested in that period when Italians were using art as a rebellious form of expression,” explains Davis.
Campaign concept and creative direction by Ferdinando Verderi; Photography and video direction by Harley Weir; Photography (collateral images) by Luna Conte; Styling by Lotta Volkova
The iconic Ferragamo ballerina is also given new life through the adjustment of its proportions: its elongated last and toe suggest a slightly subversive elegance, and its enlarged hardware offers a minimalist yet playful touch. The Ferragamo Hug bag—the quintessence of Ferragamo’s enduring legacy of craftsmanship and creativity—remains omnipresent, but now exists with an artfully woven handle; louche pajama tailoring and tropical kaftan dresses are imbued with carefreeness, while the exacting nature of their fabrication and construction, alongside details like organic gold hardware, invites them into the Ferragamo universe.
“It’s about looking at the wardrobe,” concludes Davis. “About it feeling identifiable, and exploring the elements and signifiers we’ve developed throughout my time here, in a fresh, new way.” This is summer, as seen by Ferragamo.
A revitalized store concept
Ferragamo’s new store concept is a harmonious blend of excellence and innovation, designed to offer a luxurious and contemporary shopping experience. The entrance, framed by an architectural portal of travertine, sets the tone with its signature expanses of transparency and illuminated brand logos. Inside, the store features a sophisticated mix of materials, including travertine, walnut, precious plasters, boucle fabrics, and an assortment of elevated bronze, espresso, and ivory silk hand-tufted rugs.
The interior design is both modern and refined, emphasizing essential forms and contemporary details that perfectly complement Ferragamo’s iconic products. The space serves as an elegant backdrop for beautifully displayed categories, from the brand’s renowned shoes, belts, bags, and small leather accessories, to the latest ready-to-wear collections for men and women. Each element is meticulously chosen to reflect Ferragamo’s commitment to quality and style, creating an inviting environment for discerning shoppers. The first and only in Cebu, visit Ferragamo at The Mall – NUSTAR Cebu.
Salvatore Ferragamo S.P.A. is the Salvatore Ferragamo Group’s parent company and a leading luxury brand founded in 1927, renowned for creating, producing, and selling shoes, leather goods, apparel, silk products, and accessories for both men and women. Their product range also includes eyewear and watches, produced by licensees. Known for their unique blend of style, creativity, and the superior craftsmanship of the ‘Made in Italy’ tradition, Ferragamo has a global presence with approximately 3,750 employees and 639 mono-brand stores as of June 2021. In the Philippines, Ferragamo is distributed by Stores Specialists, Inc., and can be found at Greenbelt 4, Rustan’s Shangri-La, and Rustan’s Makati, as well as online at Trunc.ph and Rustans.com.
