In an era where luxury fashion campaigns often chase fleeting digital trends, Ferragamo, under the inspired vision of British creative director Maximilian Davis, is boldly steering the storied brand back to its roots. The house’s latest pre-fall campaign is not just a seasonal collection drop—it’s a nuanced homage to Ferragamo’s legendary romance with Hollywood, reframed through the lens of contemporary Italian artistry. At the heart of this creative renaissance is a powerhouse collaboration with acclaimed filmmaker Alice Rohrwacher, whose three-chapter cinematic odyssey, set against the evocative backdrop of Cinecittà Studios, promises to reawaken the mythic spirit of the Golden Age while speaking directly to the modern luxury consumer.
A Storied Legacy: Ferragamo’s Enduring Affair with Hollywood
To understand the magnitude of Ferragamo’s latest campaign, one must first consider the brand’s foundational relationship with the silver screen. The name Salvatore Ferragamo is, quite literally, woven into the fabric of Hollywood history. Dubbed the “shoemaker to the stars,” Ferragamo’s early career was defined by intimate collaborations with the icons of classic cinema, crafting footwear for legends such as Joan Crawford, Judy Garland, and Marilyn Monroe. His designs adorned the sets of Cecil B. DeMille’s Westerns and brought a touch of Italian artistry to the comedies and dramas that shaped American film.
This heritage is not mere nostalgia—it’s a living, breathing part of the Ferragamo identity. The brand’s latest moves signal not just a nod to yesteryear but a reclamation of its rightful place as a purveyor of glamour that transcends time and trend. By returning to its cinematic roots, Ferragamo asserts that true luxury lies in craftsmanship, storytelling, and the seamless fusion of fashion with cultural moments that endure.
Maximilian Davis: Steering Ferragamo into a New Golden Age
Since assuming the mantle of creative director, Maximilian Davis has infused Ferragamo with a clarity of purpose often missing from heritage houses navigating the modern landscape. Davis’s vision is both reverent and revolutionary: he understands that Ferragamo’s legacy is its greatest asset, yet he refuses to let it become a museum piece.
In orchestrating this pre-fall campaign, Davis made a deliberate choice to “create a story that felt very Italian but was based around Hollywood cinema.” This distinction is crucial. Rather than simply replicating the aesthetics of old Hollywood, Davis seeks to interpret them through a distinctly Italian sensibility—one characterized by humor, warmth, and a profound respect for artistry. His selection of Alice Rohrwacher, an auteur known for her poetic realism and subtle wit, is a testament to his intent to bridge eras and geographies, making the past feel vital and immediate.
Alice Rohrwacher at Cinecittà: Crafting Modern Myth
The appointment of Alice Rohrwacher as the campaign’s creative force is a masterstroke. Rohrwacher’s reputation precedes her: she is celebrated for her ability to conjure magic from the mundane, blending nostalgia with modernity in a manner that is never contrived. Her films, often set in the Italian countryside, are imbued with a lyricism that feels both timeless and fiercely contemporary.
For Ferragamo’s pre-fall 2205 campaign, Rohrwacher has conceived a three-chapter film, each installment set within the hallowed halls of Cinecittà—the legendary Roman studio that has been the cradle of countless cinematic masterpieces. This setting is more than a backdrop; it is a character in itself, steeped in the aura of celluloid dreams and artisanal craftsmanship. Through Rohrwacher’s lens, the campaign promises to “lift the curtain on the behind-the-scenes machinations and manual production techniques of the Golden Age,” offering viewers a glimpse into the painstaking artistry that defines both film and fashion.
The Product as Protagonist: Accessories Take Center Stage
In a bold narrative twist, the Ferragamo campaign positions its products—not models or celebrities—as the true stars of the show. This approach is both a celebration of craftsmanship and a subtle commentary on the fleeting nature of fame. The accessories, meticulously constructed and lovingly detailed, are given the narrative weight typically reserved for human protagonists. As Rohrwacher “lifts the curtain,” she draws a parallel between the artisanal labor of the film studio and the workshops of Ferragamo, revealing the invisible hands and timeless techniques that bring luxury to life.
- Iconic footwear that once adorned the feet of screen legends now steps into the spotlight anew, reimagined for today’s discerning clientele.
- Handbags and accessories, too, are elevated from mere adornment to objects of cinematic intrigue, their stories told through close-up shots and evocative vignettes.
- The craftsmanship itself—the cutting, stitching, and finishing—is rendered as a kind of choreography, echoing the movements of actors and directors on set.
This meta-narrative not only underscores Ferragamo’s commitment to artisanal excellence but also aligns the brand with a broader cultural moment that values authenticity and transparency. In an industry awash with digital trickery, the campaign’s embrace of “manual production techniques” feels refreshingly honest—and profoundly luxurious.
The Power of Collaboration: Assembling a Standout Creative Team
Great fashion campaigns are, at their core, acts of collective genius. Maximilian Davis’s decision to assemble a standout creative team—including the visionary Alice Rohrwacher—signals a new era of interdisciplinary collaboration at Ferragamo. This is not mere marketing synergy; it is a thoughtful confluence of talents committed to honoring tradition while fearlessly innovating.
In entrusting the campaign’s narrative to an auteur of Rohrwacher’s caliber, Davis demonstrates an understanding that fashion, like film, thrives on strong points of view. Rohrwacher’s “sense of humour and charm,” as noted by Davis himself, injects a dose of humanity into the proceedings, ensuring that the campaign’s reverence for the past never lapses into self-seriousness. Instead, the result is a celebration—a joyful acknowledgment of the ways in which Italian and Hollywood sensibilities can intertwine, yielding something wholly original.
A Campaign for the New Luxury Consumer
Beyond its aesthetic triumphs, Ferragamo’s pre-fall campaign speaks directly to the evolving tastes of the global luxury audience. Today’s consumers are not content with surface-level beauty; they crave depth, provenance, and a sense of connection to something larger than themselves. By centering its narrative on the intersection of craft and cinema, Ferragamo positions itself not merely as a purveyor of fine goods but as a cultural storyteller.
This is a campaign that rewards the attentive viewer. Each frame, each accessory, each behind-the-scenes flourish invites the audience to linger, to appreciate the artistry that underpins true luxury. In a market saturated with disposable images and disposable fashion, Ferragamo’s approach feels not just daring but necessary—a reminder that the greatest stories are those that endure.
Conclusion: The Enduring Allure of Cinematic Craft
As Ferragamo unveils its pre-fall vision—rooted in Hollywood legend, reimagined through Italian artistry, and executed with 21st-century ingenuity—it issues a clarion call to the industry: heritage is not a constraint, but a springboard for innovation. With Maximilian Davis at the helm and Alice Rohrwacher orchestrating a cinematic love letter to the Golden Age, Ferragamo affirms its place at the crossroads of fashion and film. This campaign is more than an homage; it is a statement of intent, proof that the most compelling luxury narratives are those that honor the past while fearlessly embracing the future.
