Ferragamo

Jul 2024

The Ferragamo in Florence 2024 ad campaign serves as a sophisticated meditation on heritage and modernity, masterfully executed under the creative direction of Maximilian Davis and Ferdinando Verderi. Photographed by Juergen Teller, the campaign leans into a deliberate juxtaposition, placing contemporary luxury silhouettes against the storied, ornate backdrop of Renaissance-era Florence. The imagery utilizes a blend of editorial minimalism and lifestyle portraiture to showcase refined leather goods and sharp tailoring, emphasizing the tactile interplay between polished patent leather, lush velvet, and heavy wool. Throughout the series, the cast—including Lina Zhang, Raquel Zimmerman, Yasmine Warsame, and Tim Schuhmacher—appears amidst classical marble sculptures and weathered ashlar stone walls, grounding the collection’s forward-thinking design in a rich, historical environment. Style cues such as high-key lighting and natural light emphasize the house's dedication to material craftsmanship, from the metallic shimmer of Gancini hardware to the intricate, feathery textures of footwear. Stylist Lotta Volkova curates a monochromatic and architectural aesthetic that feels both timeless and urgent, while the evocative visual narrative is supported by the production work of Mary Komasa and Antoni Komasa-Lazarkiewicz. The campaign ultimately reads as a dialogue between the rigid perfection of classical art and the fluid, emotive potential of contemporary fashion, solidifying Ferragamo’s place as a pillar of refined Italian luxury.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion