Ferragamo releases their Pre-Fall 2024 Collection with Creative Director Maximilian Davis, reimagining elegance.
Ferragamo, a main player in the luxury fashion industry, has released its new Pre-Fall 2024 collection through a captivating campaign photographed by Harley Weir: an articulation of the vocabulary Maximilian Davis has built for the house, seen through the distinctly desirable lens of summer.
Davis described that the main concept was to play with the idea and seamlessly blend fantasy with reality. “Harley is someone who can express something that is both very real and very magical”, explains Davis. The campaign sets itself against a backdrop of Italian sculptures whimsically rendered as sandcastles, presenting a summer wardrobe designed for adapting between long days and even longer evenings spent on the beach. “I wanted it to have an ease, but also an energy, which women can relate to,” he continues.
The collection pays homage to the house’s history as it is seen throughout the collection, while still being rooted in the contemporary language of Ferragamo. For instance, Raffia is a staple material that Ferragamo often incorporates into their pieces, especially in their early designs. For this collection, this has been translated into leather-lined woven shoppers and cut-out totes, as well as applied to the uppers of mules.
“In terms of technique, combining high and low is what Ferragamo is about,” – Davis
“Ferragamo and Venna collaborated to create artwork that wasn’t to do with product: it was just about making really good imagery – and that collaboration made me particularly interested in that period when Italians were using art as a rebellious form of expression,” – Davis.
A few more honorable mentions in Ferragamo’s new collection are the reinterpretation of the iconic Ferragamo ballerina and the Ferragamo Hug bag. With the ballerina, its elongated last and toe exude a subtly subversive elegance, while enlarged hardware adds a minimalist yet playful element. The bag showcases the brands enduring legacy of craftsmanship and creativity, as it now features an artfully woven handle.
“It’s about looking at the wardrobe, about it feeling identifiable, and exploring the elements and signifiers we’ve developed throughout my time here, in a fresh, new way.” -Davis
This collection captures the essence of summer, as envisioned by Ferragamo.
Campaign Credits
Concept and Creative Direction: Ferdinando Verderi
Photographer (Main Images) and Video Direction: Harley Weir
Photographer (Collateral Images): Luna Conte
Styling: Lotta Volkova
Cast: Aymeline Valade, Awar Odhiang, Luca Lemaire
Ferragamo in the Philippines
In the Philippines, Ferragamo is exclusively distributed by Stores Specialists, Inc. and can be found at Greenbelt 4, Rustan’s Shangri-La, and Rustan’s Makati. Customers can also shop online at Trunc.ph and Rustans.com. For more information, visit ssilife.com.ph or follow @ssilifeph on Instagram.
For inquiries about specific brands or products, customers may contact SSI’s Customer Service team through various channels.
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Unveiling Ferragamo’s Pre-Fall 2024 Collection
Source: Insta News Pinoy
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