Ferragamo in Florence: A Campaign by Juergen Teller

To usher in the new season, Ferragamo returns to its roots in Florence, presenting a campaign deeply embedded in the city’s historic essence. Captured through the lens of Juergen Teller, the campaign offers a fresh perspective on modernity, grounded in the rich heritage of Florence. “There is a sense of connection to the directness of his work,” says Maximilian Davis. “In these times, people crave authenticity, and I wanted to see real Florentines in Ferragamo.”

This collection, deconstructed and reimagined, is designed for today’s world. From the Palazzo Spini Feroni, Ferragamo’s headquarters since the 1930s, to the local piazzas, from the Loggia dei Lanzi’s sculpture garden to the neighboring Caffè, the campaign celebrates the intersection of modern life and historical grandeur. “Ferragamo and Florence share a story, so I wanted to go back to the beginning,” Davis reflects. “Over three days, we roamed the city, capturing moments that felt spontaneous and genuine. Sometimes, we’d stop for gelato.”

Raquel Zimmermann, embodying a modern Renaissance beauty, leads the campaign. She’s joined by Peter Saville, who recently revamped Ferragamo’s logo, and other house friends like muse Lina Zhang and creative consultant Maïa Tellit Hawad. This eclectic mix reflects the brand’s multi-generational appeal. “At Ferragamo, it’s always about community and family,” Davis notes. This campaign is a testament to that family’s Florentine adventure, with locations chosen to encapsulate an authentic Florentine experience.

Juergen Teller sums it up: “We thought long and hard about how and where to do this. I’m proud of what we achieved for Ferragamo in Florence. It just makes sense.”

Creative Director: Maximilian Davis
Photography: Juergen Teller
Creative partner: Dovile Drizyte
Campaign Creative Direction: Ferdinando Verderi
Styling: Lotta Volkova
Make-up: Thom Walker
Hair: Virginie Moreira
Nail art: Sylvie Macmillan
Talents: Maïa Tellit Hawad, Peter Saville, Tim Schuhmacher, Yasmin Warsame, Lina Zhang, Raquel Zimmermann