Ferragamo has long been synonymous with Italian luxury, but the fashion house’s Autumn/Winter 2023 campaign introduces an unexpected twist. Revealing a universe where Renaissance masterpieces are transposed with the chicest contemporary fashion, “Ferragamo’s New Renaissance” symbolizes an exciting chapter in the storied brand’s legacy.
Brooklyn-based photographer Tyler Mitchell shot the imagery at Florence’s Uffizi Gallery, one of the earliest museums in the region, which opened to the public in 1769. Models posed alongside the museum’s treasures, including Paolo Veronese’s Annunciation to the Virgin, 1551-56, and Giorgio Vasari’s Portrait of Alessandro de’ Medici, 1534, dressed in Ferragamo’s latest ready-to-wear and leather goods.
According to the brand, its first renaissance took place when founder Salvatore Ferragamo left Italy as a shoemaker and transformed himself into a staple of the Hollywood fashion scene. Today’s campaign marks another turning point, celebrating the stewardship of the brand’s recently appointed creative director, Maximilian Davis, 28, who took the helm last year. He believes "the Renaissance is hardwired into Florence, and Florence is hardwired into Ferragamo." In a statement, the designer continued: “At this time of a new beginning at the house, it made perfect sense to reclaim the cradle of the Renaissance as our spiritual home, and to harness the deep, artistic spirit of this city to showcase the new collection.”
The campaign’s cast highlights Davis’s creative community and the collaboration therein. Mitchell is both behind and in front of the camera as photographer and model. Consultant and strategist Zainab Jama makes an appearance alongside singer-songwriter Kelela; sound artist Yasmina Dexter; and models Vittoria Ceretti, Anok Yai, Lina Zhang, Jessica Stam, Paul Hameline, Iván de Pineda, Malick Bodian, and Taemin Park. More than a campaign, it's a declaration that celebrates the power of creativity and the timelessness of taste. With its seamless blend of tradition and innovation, Ferragamo rings in a new era.
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