Maximilian Davis, Ferragamo‘s creative director, presents the Pre-Fall 2024 collection through a campaign shot by photographer Harley Weir. The campaign is a visual exploration that blends fantasy and reality, weaving the brand’s heritage into a distinctly contemporary narrative.
“We wanted to play with the idea of fantasy and reality,” explains Davis of the campaign’s core concept. Weir, known for his ability to capture both the tangible and the ethereal, is the perfect partner for this vision. The campaign unfolds against a backdrop of Italian sculptures meticulously recreated in sand. These ephemeral structures are juxtaposed with pieces from the collection, suggesting the collection’s ability to seamlessly transition between day and lingering summer evenings spent by the sea.
“I wanted it to have an ease, but also an energy, which women can relate to,” Davis continues. The collection embodies that desire. While undeniably rooted in Ferragamo’s contemporary design language, the campaign subtly references the brand’s rich history. Raffia, a material prevalent in Ferragamo’s early creations, finds new life in leather-lined woven shoppers and cutout totes, and even graces the uppers of mules. “In terms of technique, the combination of high and low is what Ferragamo is all about,” explains Davis. This philosophy also manifests itself in the campaign, where everyday pieces are elevated by incorporating the brand’s history. Vibrant, embroidered artwork by Lucio Venna, originally created for Ferragamo in the late 1920s, adorns some of the garments, providing a link to the brand’s artistic heritage. “Ferragamo and Venna collaborated to create artwork that wasn’t to do with 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.“
The campaign also breathes new life into the iconic Ferragamo ballerina flat. Stretched proportions and a slightly subversive elegance redefine the classic silhouette. Playful, enlarged hardware adds a touch of minimalism, further underscoring the shoe’s enduring appeal. The Ferragamo Hug bag, a symbol of the brand’s commitment to craftsmanship and timeless design, remains a constant presence. In this campaign, however, it features an intricately woven handle that adds a touch of textural intrigue.
Louche pajama cuts and tropical caftan dresses exude effortless cool. But a closer look reveals meticulous construction and details like organic gold hardware that ensure these pieces fit seamlessly 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 campaign is a celebration of summer as Ferragamo envisions it, where the line between fantasy and reality is blurred and the brand’s heritage is reimagined for a new generation.