Ferragamo In Florence — New Campaign Shot By Juergen Teller Undergoes A Renaissance

This season, Maximilian Davis elevates Ferragamo to new heights with a bold new campaign set in Florence, the storied birthplace of the legendary brand. Captured by the visionary photographer Juergen Teller, the campaign unearths a fresh perspective on the house's rich history while showcasing its latest luxury offerings.

Stepping into Ferragamo's Florence, we're instantly captivated by the brilliant juxtaposition of classicism and modern edge. The campaign unfolds among the city's scenic treasures, revealing a carefully curated snapshot of the birthplace of the Renaissance.

Raquel Zimmermann, one of the campaign's stars, Zimmermann embodies a contemporary Venus, her ethereal presence evoking Botticelli's masterpieces. Against the backdrop of the Ponte Vecchio at sunset, Zimmermann echoes classicism while complementing Davis' bold designs. The result is a visual dialogue between past and present.

What sets this campaign apart is its emphasis on community. Davis has assembled a diverse cast of characters, each with a unique connection to the brand. Peter Saville, the mastermind behind Ferragamo's redesigned logo and countless other iconic identities, is captured in a moment of reverie at Caffè Rivoire, musing on the intertwining of the city and the house. "I've been to Florence so many times now as a guest of Ferragamo, the city and the house are like one and the same to me. It's all form, craft, color and... actually the art of being... and living," Saville reflects.

Maia Hawad, a scholar and creative consultant, infuses the campaign with intellectual curiosity, personifying the quintessential Ferragamo woman: bold, culturally astute, and timelessly elegant. Meanwhile, familiar faces like Lina Zhang and Tim Schuhmacher return to enrich the Ferragamo narrative.

Through the lens of this eclectic group, we're invited to rediscover Florence. Raquel Zimmermann, embodying a modern-day Venus, shares her experience: "One of the most exciting aspects of shooting in Florence was exploring the city's incredible art scene. We were able to visit the ancient ateliers of some of Florence's finest craftsmen. One workshop that stood out to me belonged to a slip cast ceramicist. His studio was founded centuries ago, and I was awestruck as I watched him work."

From hidden vintage boutiques to centuries-old ceramics workshops, the campaign peels back the layers of the city, revealing its secrets to a new generation of luxury enthusiasts. As Tim Schuhmacher notes, "I ended up in small streets where I found great vintage clothing and antiques stores. It was a pity I was traveling with hand luggage only. Another reason to go back!"

Much like the campaign, Davis' collection for Ferragamo sees classic silhouettes infused with a modern sensibility, while bold colors pay homage to the vibrancy of Florentine art. Luxurious fabrics drape effortlessly, embodying the ease and sophistication that have become hallmarks of Davis' tenure at the house.

Standout pieces include a reimagined Vara pump, its iconic bow now a study in minimalist design, supple leather jackets that whisper of Florentine artisanship. Each garment tells a story, bridging the gap between Ferragamo's storied past and its exciting future.

As we immerse ourselves in Ferragamo's Florence, it becomes clear that this campaign is more than a statement of intent—it's a declaration that Italian luxury is evolving while staying true to its roots.

Maximilian Davis is creating more than a campaign; he's crafting an experience that invites us all to be part of the Ferragamo family in Florence, seen through new eyes. It embraces a future where tradition and innovation walk hand in hand down cobblestone streets.

In this renaissance of Ferragamo, we find a collection steeped in history yet brimming with promise for the future. And if this campaign is any indication, that future is as luminous and enthralling as a Florentine sunrise.