Situated in the heart of Florance, Ferragamo has revealed its vision for the new season through the lens of Juergen Teller, an artist renowned for his unique perspective on modernity.
The campaign looks at the duality of daily life against an expressive historic backdrop.
“There is a sense of connection to the directness of his work,” explains Creative Director 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.
It is a collective that extends beyond fashion’s ordinary contexts, and who directly relates 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,” added Juergen Teller.
