For the Spring/Summer 2024 season, Ferragamo has unveiled its latest campaign, marking a new chapter in Maximilian Davis’ exploration of the Ferragamo woman. Featuring Natalia Vodianova and male model Luca Lemaire, the campaign was shot through the lens of Italian artist Vanina Sorrenti. Sorrenti is known for her innovative iconography, which over the years has focused on a deep and personal study of women, depicting them in their most comfortable and authentic states.
Maximilian Davis shares insights into his personal connection to the influence of women throughout his life, stating, “My heritage, my background and my upbringing has always revolved around the influence and presence of women in my life. And Vanina’s work is about seeing women in their natural surroundings, where they feel most at ease. Her gaze, and their comfort, is very powerful – and I want to make sure that the women who I work with and the women who I dress feel that way, too.”
The Spring/Summer 2024 collection is inspired by the effortless elegance found in both Caribbean and Italian cultures, a theme that resonates throughout the campaign’s setting. The decor combines parquet floors and mid-century furniture with vibrant color schemes, all set against a backdrop of calm and tranquility.
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This collection is a testament to the harmonious blend of different worlds, characterized by the meticulous use of linen and cotton, the craftsmanship of sculptural wooden accessories, and the expression of precise silhouettes through natural textiles. The accessories feature bursts of azure blue – seen in the Hug bag, nestled in an optic white Fiamma and adorning a mule – capturing the essence of the Caribbean. Meanwhile, the innovative cage heel design pays homage to Ferragamo‘s archives and showcases Italian modernity.
Natalia Vodianova is at the forefront of this narrative, embodying Ferragamo’s core values through her presence in the campaign. Davis elaborates on the importance of design in empowering the wearer: “For me, it’s about making sure that the proportions, structure and silhouettes of a piece are always constructed in a way that empowers their wearer. It should give you the sense of ease that comes naturally from wearing something that you believe works for you.”
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