LA PRIMA IMPRESSIONE – Ferragamo Spring-Summer 2026 Campaign

Ferragamo presents “La Prima Impressione”: a filmic campaign which explores both the house’s cinematic heritage and the family at its heart through the lens of award-winning director Antoneta Alamat Kusijanović.

Starring Christy Turlington as both the matriarch of an Italian household and the choreographer of its nuanced dynamics, the film follows the introduction of a new partner to the family at a countryside Italian villa. Across the seven chapters, revealed throughout the season, the story unfolds.

“The starting point of Ferragamo is Salvatore’s link with Hollywood, and so cinema always feels interesting for us to explore,” explains creative director Maximilian Davis. Equally, the casting of Christy directly echoes the house’s heritage: “In my work at Ferragamo, I tend to pull from the archive and make it modern, and so it was interesting for me to continue working with some of the same characters who the brand has worked with throughout its history,” he continues.

“Magnetism and allure are ageless, and that’s something worth celebrating,” echoes Kusijanović. “Working with the entire cast together with Christy was a true joy; she’s an exceptional actress with a unique, timeless presence.” Christy’s magnetic elegance, as resonant today as it was when she starred in Ferragamo’s campaigns of the 1990s, is amplified by the effortless ease of her wardrobe, her sculptural S-heel mule evolving the emblematic F-heel of the archives and her stiletto incorporating the house’s iconic Vara shoe bow, a distinctive element of the house.

Through the framework of family, the campaign spotlights different facets of the Spring/Summer 2026 collection: the characters of Christy’s husband (Pierre Francois Jacob), daughter and son (Penelope Ternes and Kaplan Hani) and their partners (Edoardo Sebastianelli and Lina Zhang) alongside their friend (Fatou Kebbeh) each presenting different perspectives: the prints of silken scarf dresses; the craftsmanship of the woven Hug bag; the expressive opulence of beaded S-heel mules. “When I’m creating a collection, I am always designing for a family of people,” notes Davis. “The brand has always been built on the idea of family.”

Together, the cast and their wardrobes offer an insight not only into the multi-generational appeal of the Ferragamo universe, but a world of intimate dynamics: a timeless, universal story, expressed through a modern lens.