.new campaign
Ferragamo in Florence
2024 Ad Campaign by Juergen Teller
written Adriana Lang
Ferragamo’s Fall 2024 campaign "Ferragamo in Florence," presents a blend of historical and contemporary elements, orchestrated by Creative Director Ferdinando Verderi and seen by Juergen Teller.
The new campaign situates Ferragamo’s designs within the rich cultural context of Florence, drawing on the city’s iconic art and architecture.
A notable feature of the campaign is the inclusion of Peter Saville, the graphic designer responsible for Ferragamo’s new logo. Photographed at the Galleria Romanelli, Saville stands amidst neo-Hellenistic sculptures, creating a visual dialogue between the historical art forms and the modernity the designer represents. This comparison highlights the ongoing relevance of classical artistry in contemporary fashion and culture.
The campaign also features models Lina Zhang, Raquel Zimmerman, Yasmine Warsame, and Tim Schuhmacher. Each portrait is set against significant Florentine backdrops, from grand architectural structures to intimate gallery spaces.
(c) Ferragamo
(c) Ferragamo
Peter Saville, Galleria Romanelli
These settings enhance the narrative of Florence as a hub of artistic heritage and modern creativity, emphasizing the continuity between past and present.
Verderi’s creative direction focuses on capturing the essence of Florence through the lens of Juergen Teller. The clothing designs reflect Ferragamo’s signature elegance while integrating elements that resonate with Florence’s artistic legacy, honoring its own historical roots.
Teller’s photographic style, known for its candid and raw quality, brings an unfiltered perspective to the campaign. His images capture the natural beauty of the models and the settings, avoiding excessive stylization.
(c) Ferragamo
Yasmine Warsame, Piazza S.ta Trinita
(c) Ferragamo
Lina Zhang, Caffè Rivoire
(c) Ferragamo
Galleria Romanelli