To celebrate the new season, Ferragamo returns home to Florence, loca4ng 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 ar4st renowned for his unique perspec4ve on modernity. “There is a sense of connec4on to the directness of his work,” explains Maximilian Davis. “During the 4me 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 collec4on 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 celebra4on of simultaneous reali4es: 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. Some4mes 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 moderniza4on of the house’s logo – and friends of the house including muse Lina Zhang and scholar and crea4ve consultant Maïa Tellit Hawad. It is a collec4ve that extends beyond fashion’s ordinary contexts, and who directly relate to the mul4-genera4onal nature of the brand. “At Ferragamo it’s always a community, a family,” says Davis. Here is a depic4on of that family’s Floren4ne tour. Acknowledge the loca4ons as inten4onally selected to create a real Floren4ne experience.
“We thought about it for quite a long 4me 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
