FERRAGAMO embarks on a nostalgia-driven journey with its pre-fall 2023 campaign, infusing minimalist elegance with an American Western spirit. The collection, designed by Maximilian Davis, conjures the brand’s historic link to the 1923 film, The Covered Wagon, where founder Salvatore Ferragamo introduced the iconic cowboy boots.
The collection features minimalist silhouettes, clean cuts, and versatile denims, accentuated by gingham prints, pocket detailing, and belt-wrapped bags and loafers. Davis seeks to redefine contemporary essentials by transforming classic wardrobe staples into modern, playful, and unexpected pieces through innovative textures and materials.
A testament to this creative vision, the gold foiled bustier dress in the collection epitomises the blend of Hollywood glamour and modern ease. The campaign, captured by the talented Tyler Mitchell, showcases a fresh, immersive reflection of the Ferragamo universe that is both distinctly modern and resolutely timeless.
Davis and Mitchell’s shared history and community inspire their collaboration with Davis lauding Mitchell’s work for its simplicity, elegance, and the laid-back clarity with which he captures his subjects. The seasonal variations of the Wanda handbag and the revised versions of Ferragamo’s classic bag, which now has cut-out elements and a leather interior, both reflect this invigorating style.
Another notable reinterpretation is Ferragamo’s Rainbow sandal, which was first worn by Judy Garland in 1938. The modernised design embodies the collection’s goal to seamlessly integrate Ferragamo’s heritage and contemporary sensibilities. With this new age Ferragamo demonstrates the brand’s ability to adapt and evolve while remaining true to its illustrious history.
by Zlata Kryudor