Ferragamo‘s Pre-Fall 2024 campaign, photographed by the talented Harley Weir, is a captivating fusion of fantasy and reality, showcasing Maximilian Davis’ distinctive vocabulary for the renowned fashion house. Styled by Lotta Volkova, the campaign features models Aymeline Valade, Awar Odhiang and Luca Lemaire, who effortlessly embody the essence of a desirable summer wardrobe.
Set against a backdrop of Italian sculptures reimagined as sand castles, the collection seamlessly blends fantasy and reality. Davis explains, “We wanted to play with the idea of fantasy and reality, and Harley is someone who can express something that is both very real and very magical.” The pieces in the collection are designed to transition effortlessly between long days and even longer evenings at the beach, exuding an ease and energy that women can relate to.
While firmly rooted in Ferragamo’s contemporary language, the collection pays homage to the house’s rich history. Raffia, a staple of Ferragamo’s early designs, is skillfully translated into leather-lined woven shoppers and cutout totes, and adorns the uppers of mules. Davis underscores the brand’s ethos: “In terms of technique, combining high and low is what Ferragamo is about.”
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The collection also features embroidered artwork by Lucio Venna, originally created for the house in the late 1920s. Davis expresses his fascination with this period, when Italians used art as a rebellious form of expression, and the collaboration between Ferragamo and Venna focused on creating exceptional imagery rather than focusing solely on products.
Ferragamo’s iconic ballerina shoe is reimagined with adjusted proportions, featuring an elongated last and toe that suggest a slightly subversive elegance, while enlarged hardware adds a minimalist yet playful touch. The Ferragamo Hug bag, a quintessential representation of the brand’s enduring legacy of craftsmanship and creativity, is ubiquitous throughout the collection and now features an intricately woven handle.
The louche pajama cuts and tropical caftan dresses exude a sense of carefree abandon, while their meticulous workmanship, construction and organic gold hardware details invite them into the Ferragamo universe. Davis concludes, “It’s about looking at the wardrobe, about it feeling identifiable, and exploring the elements and signifiers we’ve developed throughout my time here, in a fresh, new way.”
The Ferragamo Pre-Fall 2024 campaign is a captivating exploration of summer as seen through the eyes of the esteemed fashion house. With its perfect blend of fantasy and reality, the collection showcases Davis’ unique vision and Ferragamo’s unwavering commitment to craftsmanship and creativity.
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