FERRAGAMO IN FLORENCE

To celebrate the new season, Ferragamo returns home to Florence, locating the vision for the season within the context of its past. The reality of the city – of lives lived against its historic backdrop – is experienced through the lens of Juergen Teller, an artist renowned for his unique perspective on modernity. “There is a sense of connection to the directness of his work,” explains Maximilian Davis. “During the time we’re in, that’s what people are looking for – and I am interested in seeing real people in Florence, and how they wear Ferragamo.”

The runway collection is dissected and reassembled to reflect that spirit: a wardrobe created to exist within the world today. Exploring the city from the Palazzo Spini Feroni – the 13th century building which Salvatore Ferragamo transformed into the brand’s headquarters in the 1930s – to the local piazza outside; the sculpture garden at the Loggia dei Lanzi – home to world-renowned Renaissance masterpieces – to the Caffè opposite, this is a celebration of simultaneous realities: of modernity and heritage, of the ordinary and extraordinary. “Ferragamo and Florence speak the same language, they share the same history, so I wanted to go back to the very beginning of the story,” explains Davis. “Over three days, we explored the city together. It felt free, like we’d all just gone on a trip – and it was fun. Sometimes we’d stop and get an ice cream.”

The iconic Raquel Zimmermann – a contemporary version of the Renaissance beauty archetype – takes centre stage in the story.

She appears alongside the likes of Peter Saville – who has long been a Ferragamo client and who recently oversaw the modernization of the house’s logo – and friends of the house including muse Lina Zhang and scholar and creative consultant Maïa Tellit Hawad.

Cô xuất hiện cùng những nhân vật nổi bật như Peter Saville – khách hàng lâu năm của Ferragamo và mới đây đảm nhiệm việc hiện đại hóa logo của nhà mốt – và những người bạn của thương hiệu gồm nàng thơ Lina Zhang và học giả, nhà tư vấn sáng tạo Maïa Tellit Hawad.

It is a collective that extends beyond fashion’s ordinary contexts, and who directly relate to the multi-generational nature of the brand. “At Ferragamo it’s always a community, a family,” says Davis. Here is a depiction of that family’s Florentine tour. Acknowledge the locations as intentionally selected to create a real Florentine experience.

“We thought about it for quite a long time of how and where and I am very proud of what we did for Ferragamo in Florence. It makes a lot of sense for me.” – Juergen Teller

Creative Director: Maximilian Davis
Photography: Juergen Teller
Creative partner: Dovile Drizyte
Campaign Creative Direction: Ferdinando Verderi
Styling: Lotta Volkova
Make-up: Thom Walker
Hair: Virginie Moreira
Nail art: Sylvie Macmillan
Talents: Maïa Tellit Hawad, Peter Saville, Tim Schuhmacher, Yasmin Warsame, Lina Zhang, Raquel Zimmermann

Explore the new collection in your nearest Ferragamo: