Ferragamo has always had a close relationship with Hollywood. The Ferragamo Pre-Fall 2025 campaign focuses on this connection, reflecting on the days when Salvatore Ferragamo became known as the “shoemaker to the stars.” His legendary shoes adorned icons such as Joan Crawford, Marilyn Monroe and Judy Garland.
For Pre-Fall 2025, Ferragamo returns to its cinematic origins with a project directed by Italian filmmaker Alice Rohrwacher under the creative direction of Ferdinando Verderi. The campaign unfolds through a three-chapter short film, with “L’Appuntamento” as the first chapter. Rohrwacher’s approach feels intimate, offering a rare glimpse behind the scenes. Her work makes a thoughtful connection between the meticulous techniques of old Hollywood filmmaking and Ferragamo’s own dedication to craftsmanship.
Brazilian-Australian model Angelina Kendall stars in the first chapter, along with male model Giovanni Gherzi. Captured in a moment of quiet concentration and staged at Rome’s legendary Cinecittà studios, Kendall prepares for her scene. Her Gancini pumps get a final polish, her handbag is ready as the clapperboard signals the action. When you look into the archive, the pumps are some of the most iconic Ferragamo creations,” said Creative director Maximilian Davis. “And so we wanted to present them as part of the making of the movie star: a playful, almost ironic way of presenting elegance.”
The stylist for the campaign is Lotta Volkova, with beauty provided by hair stylist Virginie Moreira, make-up artist Thom Walker, manicurist Sylvie Macmillan, and set design by Emita Frigato.
Rohrwacher’s direction brings a poetic realism to the Ferragamo Pre-Fall 2025 campaign. Instead of polished glamour, it shows the process behind it. The film reflects the craftsmanship of both cinema and Ferragamo‘s own heritage. There’s no grand spectacle, just the quiet precision of artistry.
