Ferragamo’s Pre-Fall 2024 Campaign: A Masterclass in Summer Elegance that Will Leave You Breathless

Ferragamo unveils a captivating new campaign for Pre-Fall 2024, inviting you to step into a summer dream come true. Through the lens of renowned photographer Harley Weir, the campaign masterfully articulates the vocabulary that Creative Director Maximilian Davis has meticulously crafted for the house, all seen through the irresistible prism of summer.

Imagine a backdrop of Italian sculptures transformed into stunning sandcastles, setting the stage for a summer wardrobe that effortlessly transitions from long, sun-drenched days to enchanting evenings on the beach. Raffia, a cherished staple of Ferragamo's early designs, takes center stage in the form of leather-lined cut-out totes and the uppers of chic mules. The iconic Ferragamo Hug bag, a testament to the house's enduring legacy of craftsmanship and creativity, also receives a refreshing raffia makeover, further emphasizing the collection's summer allure.

The collection effortlessly blends carefreeness with meticulous attention to detail. Louche pajama tailoring and tropical kaftan dresses exude an air of relaxed elegance, while the exacting nature of their fabrication and construction, paired with organic gold hardware, adds a touch of understated luxury.

Throughout the campaign, accessories adorned with the iconic Venna motif, originally designed by artist Lucio Venna in the 1920s, create a striking juxtaposition of everyday ease and the rich history of the Ferragamo identity. From a denim tote with double leather top handles and a removable cross-body strap to off-duty mules, sandals, and a versatile pouch, this logo capsule is a must-have for any fashion-forward individual.

As Maximilian Davis explains, "Ferragamo and Venna collaborated to create artwork that wasn't to do with product: it was just about making really good imagery – and that collaboration made me particularly interested in that period, when Italians were using art as a rebellious form of expression."

Ferragamo's Pre-Fall 2024 campaign is a love letter to summer elegance and the art of relaxing in luxurious style. Embrace the carefree spirit of the season while indulging in the unparalleled craftsmanship and creativity that define Ferragamo. Dive into this captivating collection, available now on Ferragamo.com, and make this summer one to remember.