Ferragamo in Florence 2024 Campaign

.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

Ferragamo Spring-Summer 2024

.new collection
Ferragamo SS 2024
Symphony of Elegance + Empowerment

written Monica de Luna

In the latest revelation from Ferragamo, the Spring-Summer 2024 campaign unfolds as a vivid narrative that celebrates the essence of femininity, merging the tactile sensuality of fashion with the profound narratives of individuality.

Spearheaded by the visionary Maximilian Davis, Ferragamo's newest chapter embarks on an intimate journey into the essence of the Ferragamo woman, vividly brought to life by the ethereal Natalia Vodianova and captured through the lens of Italian artist Vanina Sorrenti.

(c) Ferragamo
SS24 Campaign

Sorrenti, known for her pioneering iconography, focuses on women in their most genuine states, reveling in the comfort of their authenticity. This campaign is no different, as it encapsulates women in environments where they resonate with tranquility and self-assurance. “My heritage, my background and my upbringing has always revolved around the influence and presence of women in my life,” Davis shares, reflecting on the profound impact of feminine influence in his creative journey.
He adds,

“Vanina’s work is about seeing women in their natural surroundings, where they feel most at ease. Her gaze, and their comfort, is very powerful – and I want to make sure that the women who I work with and the women who I dress feel that way, too.”

The collection itself is a testament to the seamless blend of cultural narratives, drawing parallels between the laid-back allure of the Caribbean and the refined simplicity of Italian style. The campaign's backdrop, featuring parquet floors and mid-century furnishings drenched in vibrant hues, sets the stage for this serene yet spirited dialogue.

Accessories in the collection act as vibrant interludes of azure blue — from the Hug bag's embrace to the Fiamma's optic white folds, leading to the spirited hues of a mule. The new cage heel, a nod to Ferragamo's storied archive, manifests Italian modernity with a twist, bridging the past and present with effortless grace. At the heart of this narrative is Natalia Vodianova, embodying Ferragamo's principles through her poised presence and the silent stories her agency in the images tells. Davis emphasizes the importance of empowering the wearer, stating,

“For me, it’s about making sure that the proportions, structure, and silhouettes of a piece are always constructed in a way that empowers their wearer. It should give you the sense of ease that comes naturally from wearing something that you believe works for you.”

(c) Ferragamo
SS24 Campaign

(c) Ferragamo
SS24 Campaign

(c) Ferragamo
SS24 Campaign

Ferragamo´s Spring-Summer 2024 campaign is a manifesto of empowerment and the enduring beauty of the feminine spirit. The brand invites us to witness fashion as a form of personal and collective storytelling, where every piece is a chapter and every silhouette a statement of individual strength and grace.