The 2023 Holiday Campaign by Ferragamo presents a captivating blend of tradition and innovation, set against the backdrop of Florence, a city integral to the brand’s heritage and its vision of a New Renaissance.
In this unique campaign, two different artistic approaches converge to tell the Ferragamo story. The renowned Italian artist Paolo Ventura offers a reinterpretation of Florence’s iconic landmarks, transforming photographs into painting-like images. Complementing this, Brazilian photographer Rafael Pavarotti captures the essence of the Ferragamo community, integrating them seamlessly into these reimagined landscapes.
The campaign turns Florence’s historic charm into a stage for a fusion of the past and present. It juxtaposes the classical with the playful, and the traditional with the new. This interplay highlights the legacy of Ferragamo’s founder and the vibrant direction under Maximilian Davis. Iconic locations like the Palazzo Vecchio, the Fountain of Neptune, the Palazzo Spini Feroni, and the Basilica of Santa Maria Novella are presented in a theatrical, almost dreamlike manner, emphasizing the city’s architecture, the people, and the distinctive Ferragamo creations by Maximilian Davis.
Featured in the campaign are exclusive pieces from the 2023 Holiday collection. This includes finely tailored garments, denim and leather items, après-ski wear, and signature accessories such as the Hug and Fiamma bags, Gancini loafers, and uniquely designed slip-ons. The campaign also highlights a special selection of festive gifts, including small leather goods in gold and silver, classic belts in enduring colors, and soft scarves adorned with the Ferragamo logo.
