18th August 2023

Ferragamo AW23 Campaign

Maximilian Davis indulges in some Renaissance artistry for the new campaign. By THE FALL

As those in the know will readily tell you, the picturesque city of Florence has always been at the heart of Italian luxury brand Ferragamo.  Under the watchful eyes of recently appointed creative director Maximilian Davis and fashion photographer Tyler Mitchell, the new Ferragamo AW23 campaign skilfully observes that cultural heritage and reimagines for a contemporary world.

The latest series of images, dubbed The New Renaissance, takes in today’s artistic muses and reinterprets them as the subjects in masterpiece paintings from the Italian Renaissance era of the 15th and 16th centuries.  Real paintings from the legendary Le Gallerie degli Uffizi in Florence, the focal point of the Renaissance, serve as ‘locations’ for some of the shots while others act as conspicuous points of interest in cleverly staged BTS images.

All parts of the project tell a story of the past and present for the collection; of classic art meets modern design.  Italian cultural beauty combines with Davis’ formidable British-Caribbean fashion roots, and Mitchell’s Atlanta via New York storytelling sensibilities, for a bold new proposition that perfectly echo Salvatore Ferragamo’s own fondness for ‘constant rebirth and evolution’.

Sharp tailoring and exquisite suiting, with richly textured fabrics, clean silhouettes, and monochrome and metallic colours compete for attention in Davis’ world within the context of famous works by the likes of Giovanni Bellini, Paolo Veronese and Sandro Botticelli.  “The Renaissance is hardwired into Florence,” says the designer.  “And Florence is hardwired into Ferragamo.  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”.

Spanning fashion, shoes and accessories, the Florentine flair of the brand shines through in uniquely distinctive and satisfying ways on camera.  As Davis continues to reposition the brand back in front of once-distracted contemporary fashion audiences, the new campaign ably proves how hard it would be to not look a picture in Ferragamo this winter.


For more information on the Ferragamo AW23 campaign, click here

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