FERRAGAMO presents La Prima Impressione for Spring/ Summer 2026, a filmic campaign that explores the house’s cinematic heritage and enduring commitment to family.
Directed by award-winning filmmaker Antoneta Alamat Kusijanović, the story unfolds across seven chapters, tracing the introduction of a new partner into an Italian family gathered at a countryside villa.
Ferragamo Spring/ Summer 2026 Campaign
At its centre is Christy Turlington, cast as the matriarch of an Italian household and the subtle choreographer of its dynamics. Her presence echoes Ferragamo’s history: Turlington fronted the house’s campaigns in the 1990s, and her return reinforces the dialogue between archive and modernity that defines creative director Maximilian Davis’ vision.
“The starting point of Ferragamo is Salvatore’s link with Hollywood, and so cinema always feels interesting for us to explore,” Davis explains. That connection dates back to the house’s founder, Salvatore Ferragamo, who built his early career crafting shoes for the silver screen.
Ferragamo Spring/ Summer 2026 Campaign
Ferragamo Spring/ Summer 2026 Campaign
Ferragamo Spring/ Summer 2026 Campaign
Turlington’s wardrobe reflects this interplay between past and present: a sculptural S-heel mule evolves the archival F-heel, while a stiletto incorporates the Vara bow, one of the house’s enduring signatures. Around her, the cast – Pierre Francois Jacob, Penelope Ternes, Kaplan Hani, Edoardo Sebastianelli, Lina Zhang and Fatou Kebbeh – wear distinct pieces from the collection, including silken scarf dresses, the woven Hug bag and beaded S-heel mules.
Through the prism of family, La Prima Impressione captures Ferragamo’s multi-generational appeal – a study in intimacy and legacy, expressed through a contemporary cinematic lens.
by Catherine Rowe-Kosary