A New Chapter for Ferragamo.
Effective March 16th, 26-year-old Maximilian Davis became the new creative director of the Italian luxury house Salvatore Ferragamo. Replacing American footwear designer Paul Andrew who left the brand in April 2020, It is not every day that a young designer takes the helm of a storied luxury brand like this. Usually, those posts are reserved for the relics of the fashion scene, so when the rising British-Trinidadian designer managed to land himself at one of the leading luxury brands in the world, it was a clear sign of the shifting tide in the fashion industry.
Founded in 1927, Salvatore Ferragamo is one of the world’s leading ‘Made in Italy’ brands, with a pedigree that’s built on craftsmanship, contemporary elegance and innovation. Looking to get younger and hotter, in 2022 Ferragamo is setting itself up to move past its dusty image and appeal to a younger generation of buyers. In need of a creative overhaul, the appointment of one of Britain’s stellar designers as Ferragamo’s creative leader is not only exciting but paramount.
For those outside looking in, Davis’ appointment to the Florentine label may seem out of place, but his pedigree as a designer makes him an ideal candidate. So who is this boy-wonder who will be taking the reins of the Italian house?
Manchester-born with Trinidadian roots, Maximilian Davis is a large part of the creative fashion scene that has always been bubbling in the UK. First taught how to use a sewing machine by his grandmother, Davis was a student at London’s College of Fashion before going on to launch his lauded eponymous men’s and women’s label from the bedroom of his flat in Seven Sisters two years ago. Leaning on his heritage Davis’ designs celebrate Black heritage and style with pin-point elegance, contemporary tailoring and an articulate colour palette. His designs would find themselves on the likes of Rihanna, Dua Lipa and Kim Kardashian, ultimately sky-rocketing his acclaim.
With a flair for contemporary sensibility, Maximilian cut his teeth as a junior designer for the British creator Grace Wales Bonner, and was a part of Lulu Kennedy’s Fashion East umbrella showcase which has launched the careers of many emerging London designers. A prodigy of the fashion incubator, which he took part in for three seasons, during his time he would work with other young London creatives including Mowalola who went to work with Kanye West and stylist Ibrahim Kamara, best known for his work with Virgil Abloh’s Louis Vuitton. While with Fashion East, Davis garnered critical praise for exciting runway shows founded on deep, personal experiences and brilliant designs which donned hanger appeal like the sheer hooded gown or the slinky leather skirts.
Maximilian would take his final bow from the non-for-profit showcase after being shortlisted as one of the 20 semi-finalists for the LVMH Prize – although he would later withdraw from the prestigious competition to take the appointment at Ferragamo.
Davis’ appointment marks a progressive step for young Black creative representation, especially within Italian fashion which has always been a hard door to open for designers of colour. Davis is joining the luxury label at a crucial point in its storied history. With analysts saying that the brand requires a new strategic direction to bring it back to being profitable, the label, once renowned for its shoemaking history, is banking on Davis’ creative overhaul to bring it back to being part of the commercial choice.
As he puts his own brand on hold, Davis said he looks forward to articulating his vision for elevated codes of Italian craftsmanship, quality and innovation, and with the backing of Ferragamo’s new CEO it’s no doubt that Maximilian will be one to watch at Milan Fashion Week. A great talent of his generation, Davis’ powerful aesthetic and widespread support across the fashion industry make him the perfect person to lead Ferragamo into a new chapter.
