In its Pre-Fall 2023 campaign, the world-renowned fashion house Ferragamo subtly redefines the essence of contemporary style. Integrating an amalgamation of minimalist structures, polished cuts, and adaptable denims, the campaign vividly embodies the zeitgeist of the American West. This innovative collection pays homage to the remarkable legacy of Salvatore Ferragamo, subtly channeling his iconic cowboy boot designs, first witnessed in the 1923 movie, ‘’The Covered Wagon’’. Today, Maximilian Davis, the creative director, seamlessly incorporates these historical fashion elements while infusing a distinctly modern twist.
Davis emphasizes on reinterpreting everyday wardrobe essentials, “from denim to eveningwear“. His inventive approach is to “take classic pieces in the everyday wardrobe and twist or subvert them with textures and materials that make them feel more modern, more playful and more unexpected“. This design philosophy reverberates throughout the Ferragamo Pre-Fall 2023 campaign, forming a harmonious interplay between the traditional and contemporary components of Ferragamo’s fashion narrative.
The visual elements of this campaign, captured by the lens of Tyler Mitchell, echo the duality of Ferragamo’s stylistic language. His photographs render an immersive, dynamic perception of the Ferragamo universe that is equally current yet timelessly elegant. As Davis points out, “There’s a simplicity and elegance to his work and the way that he captures people; a laid-back clarity which is never forced“. The images thus strike a delicate balance between the relaxed ethos of today and the glamour of old Hollywood, successfully encapsulating the evolution of Ferragamo’s vision.
In this campaign, Davis tastefully revives the classics. The understated elegance of a bustier dress is reimagined in gold foiled eelskin, and Ferragamo’s renowned Rainbow sandal, originally crafted for Judy Garland in 1938, is presented in a fresh, contemporary style. Davis’s novel approach is also apparent in the Ferragamo bag with intricate cut-out details, featuring a leather interior, and the seasonal renditions of the Wanda handbag, both of which serve as timeless symbols of Ferragamo’s ongoing evolution.
To actualize this innovative campaign, Ferragamo assembled a brilliant ensemble of models, including Anass Bouazzaoui, Lulu Tenney, Mamuor Majeng and Sijia Kang. Their vibrant portrayals illuminate the essence of the collection, perfectly embodying the quintessence of Ferragamo Pre-Fall 2023 campaign.
Read more: Ferragamo announces NCT’s Jeno Lee as first male global brand ambassador
