Ferragamo has unveiled its new exhibition, ‘3 Days in Florence’, celebrating the beauty and uniqueness of Florence through the lens of the famous photographer Juergen Teller.
The exhibition, which interweaves fashion, art and culture, will be hosted until the 5th of October at Portrait Milano in Italy’s fashion capital, a space that perfectly reflects Maximilian Davis’ contemporary vision of the ‘New Renaissance’.
Teller is known for portraying his subjects with a style of raw realism, deep emotion and a vein of irony that have defined his unmistakable aesthetic.
His unique portraits represent supermodels, celebrities and ordinary people, maintaining a direct and sincere approach.
His works are part of the collections of the Brooklyn Museum in New York, the Stadtmuseum in Munich and the Victoria & Albert Museum in London, among others.
It is precisely this blend of irony, realism and authenticity that led Marco Gobbetti and Maximilian Davis to choose him to immortalize Salvatore Ferragamo’s Florence in the Autumn-Winter campaign ‘3 Days in Florence’, in a series of shots reminiscent of the great noirs of Italian cinema.
Under Teller’s lens, Florence is transformed into a film set, conceptually bringing together the worlds so much beloved by Salvatore Ferragamo: Hollywood and Florence. This thematic connection has deep roots for the Maison.
Born in Bonito, a small town in Southern Italy in 1898, Salvatore Ferragamo moved to the United States finding fame in Hollywood. But it was Florence, a city he discovered in 1927, that took his heart. Florence represented to him the best symbol of Italian culture, art and craftsmanship – a perception shared by many Americans, particularly in California, where Ferragamo had built his career.
For the ‘3 Days in Florence’ campaign, Davis and Teller assembled a cast that embodies the spirit of a New Renaissance to bring their vision to life: supermodels Raquel Zimmerman and Lina Zhang, Somali activist Yasmin Warsame, French Scholar Maia Tellit Hawad, German model Tim Schuhmacher and iconic art and music director Peter Saville. The reality of the city expressed through its historic architecture comes to life with Teller’s unique perspective on modernity. ‘There is a sense of connection in its immediacy,’ explains Maximilian Davis. ‘In a time like the one we’re living in, that’s what people are looking for. I’m interested in seeing real people in Florence, and how they wear Ferragamo.’
‘3 Days in Florence’ by Juergen Teller is open to the public at Portrait Milano in Corso Venezia 11 until October 5th 2024.
