Italian luxury fashion house Ferragamo returns home to Florence to celebrate the new season and invokes its past to create a new vision.
The reality of the city – of lives lived against its historic backdrop – is experienced through the lens of German photographer Juergen Teller, who is renowned for his unique perspective on modernity.
“There is a sense of connection to the directness of his work,” explained Ferragamo Creative Director Maximilian Davis.
“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.”
The runway collection is dissected and reassembled to reflect that spirit: a wardrobe created to exist within the world today.
Exploring the city from the Palazzo Spini Feroni – the 13th century building which Salvatore Ferragamo transformed into the brand’s headquarters in the 1930s – to the local piazza outside; the sculpture garden at the Loggia dei Lanzi – home to world-renowned Renaissance masterpieces – to the Caffè opposite, this is a celebration of simultaneous realities: of modernity and heritage, of the ordinary and extraordinary.
“Ferragamo and Florence speak the same language, they share the same history, so I wanted to go back to the very beginning of the story,” Maximilian continued.
“Over three days, we explored the city together. It felt free, like we’d all just gone on a trip – and it was fun. Sometimes we’d stop and get an ice cream.”
The iconic Brazilian model Raquel Zimmermann – a contemporary version of the Renaissance beauty archetype – takes centre stage in the story.
She appears alongside the likes of famous British graphic designer Peter Saville – who has long been a Ferragamo client and who recently oversaw the modernisation of the house’s logo – and friends of the house including muse, Chinese model Lina Zhang and French scholar and creative consultant Maïa Tellit Hawad.
It is a collective that extends beyond fashion’s ordinary contexts, and who directly relate to the multi-generational nature of the brand.
“At Ferragamo, it’s always a community, a family,” Maximilian said.
“Here is a depiction of that family’s Florentine tour. Acknowledge the locations as intentionally selected to create a real Florentine experience.”
Juergen added: “We thought about it for quite a long time of how and where and I am very proud of what we did for Ferragamo in Florence. It makes a lot of sense for me.”
For more information, please visit www.ferragamo.com.