A Homecoming.
Celebrating the new season, Ferragamo are going back to basics with their new “Ferragamo in Florence” campaign, a love letter to their birthplace.
Taken through the lens of divisive photographer Juergen Teller, Ferragamo’s latest creative endeavour looks to capture the reality of Florence in everyday life against its historic backdrop, all the while putting their latest offerings front and centre. Featuring Raquel Zimmerman, Peter Saville, Lina Zhang, and Maïa Tellit Hawad, the campaign looks to be direct and focused, being a highlight of Teller’s work, with creative director Maximilian Davis stating the following about his vision:
“There is a sense of connection to the directness of his work. During the time we’re in, that’s what people are looking for – and I am interested in seeing real people in Florence and how they wear Ferragamo.”
Championing a sense of family, Davis and Ferragamo dissect the runway collection and reassemble it to reflect that vision, with the garments being moulded into pieces that can be worn in today’s world. Imagery sees setting range from to the Palazzo Spini Feroni in Florence, which is the 13th century building which Salvatore Ferragamo made into the brand’s headquarters in the 1930s, and the sculpture garden at the Loggia de Lanzi to the caffé opposite, this campaign bridges the gap between modernity and heritage, the new and the old, and of the extraordinary and the ordinary.
Check out Ferragamo’s “Ferragamo in Florence” campaign below.
PHOTO CREDIT: Juergen Teller/Ferragamo
