It started with Salvatore Ferragamo’s love for his family, that love for the craft that became the Ferragamo we all know today. Love carried the house forward, and it was his wife, Wanda, who continued the legacy in the 1960s. Now Maximilian Davis, as creative director, picks up the same story, one of love passed across generations.
For Davis, that story is not just history, it shapes how he designs. “And when I design, I am always thinking about that too: how a collection can be worn by different generations, but also how pieces you love will be held onto and passed down through them.” In his words, the house’s past and its future meet in the same place, in humanity.
The campaign opens with Kris Jenner, whose own legacy is built on family. In a short series of documentary-style interviews, she speaks about what those relationships mean to her personal journey, and adds “The joy of loving is worth holding onto.” From Jenner, the campaign widens its lens to families of every kind, both inherited and chosen. What holds a family together has little to do with title or position, it is the embrace. Directed by Clara Cullen, photographed by Ilya Lipkin, and styled by Miyako Bellizzi, the campaign brings together people whose bonds carry personal meaning: model and activist Paloma Elsesser and her brother, model and musician Sage; the musical trio and descendants of soul royalty The Womack Sisters; the band Bar Italia, alongside drummer Jezmi Fehmi’s partner, model and stylist Ch’lita; legendary actress and director Joan Chen and her daughter, Audrey Hui; acting coach Nancy Banks and her son, actor Benny Buckley; and multi-disciplinary creative Sofia Testino with her beloved dog, Syko.
Ferragamo’s hero pieces appear throughout the campaign as quiet protagonists, some of the key pieces being the Ferragamo Hug Bag, which takes its name from the emotional connection it was formed around, its side panels wrapping the body and fastening with signature Gancini buckles; and the Ferragamo Cara Bag, which draws from the house’s archive, translating a vintage shape into a modern silhouette. Alongside both, the shoes, long one of the brand’s key aspects, complete the selection, spanning from satin pumps adorned with crystal-embellished Gancini ornaments, to the classic Vara ballerina, and exquisitely decorated golden stiletto sandals.
Together, the people and the pieces capture the special moments between those tied by a bond that matters to them, the same love that started with one man and his family, now seen through many.
