Ferragamo celebrates the new season by returning home to Florence to set the vision of the new collection in the context of its past. The reality of the city – of the lives lived against its historical backdrop – is interpreted through the lens of Juergen Teller, an artist famous for his unique perspective on modernity. “There's a sense of connection to the immediacy of his work,” explains Maximilian Davis. “This is what people are looking for right now, and I wanted to portray real people in Florence and show how they wear Ferragamo.”
The collection is broken down and put back together to reflect this idea: a wardrobe created to exist in today's world. Exploring the city, from Palazzo Spini Feroni – a 30th century building that Salvatore Ferragamo transformed into the headquarters of the brand in the XNUMXs – to the neighboring square, from the sculpture garden of the Loggia dei Lanzi – home to world-famous Renaissance masterpieces – up to the Caffè Rivoire, the campaign becomes a celebration of simultaneous realities: of modernity and heritage, of the ordinary and the extraordinary. “Ferragamo and Florence speak the same language, they share the same history. This is why I chose to go back to the origins,” explains Davis. “In three days we explored the city together. We felt free, as if we had just left on a trip. It was fun and sometimes we even stopped for ice cream."
The iconic Raquel Zimmermann – a contemporary take on the archetypal Renaissance beauty – is at the center of the story. She appears alongside people such as Peter Saville - a long-time Ferragamo client who recently redesigned the brand's logo - and friends of the maison such as the muse Lina Zhang and the creative Maia Tellit Hawad. It is a collective that goes beyond the ordinary contexts of fashion, relating directly to the multigenerational nature of the brand. “Ferragamo is first and foremost a community, a family,” says Davis. The result is a representation of this community's journey, through intentionally selected locations that create an authentic Florentine experience.
“We had long conversations about how and where, and I'm very proud of what we did with Ferragamo in Florence. There is a profound coherence.” Juergen Teller
