Ferragamo unveils its Pre-Fall 2024 collection with a striking new campaign that captures the essence of a sultry summer through the lens of acclaimed photographer Harley Weir. Creative director Maximilian Davis continues to refine the brand’s aesthetic, blending Ferragamo’s rich heritage with a fresh, modern twist.
The campaign is set against a whimsical scene of Italian sculptures reimagined as sandcastles, symbolizing the fusion of tradition and transient summer vibes. The collection itself is a parade of versatility, ideal for transitioning from sun-drenched days to breezy beachside evenings.
In a nod to Ferragamo’s origins, raffia—a material once foundational to the brand—has been reinvented. Leather-lined cut-out totes and mule uppers exhibit this rustic material with a luxe upgrade, while the Ferragamo Hug bag, a testament to the house’s craftsmanship, now features in raffia, enhancing its textural allure. The lineup also includes effortlessly chic pajama suits and tropical kaftan dresses, detailed with organic gold hardware that underscores the brand’s meticulous attention to detail.
A highlight of the collection is the reintroduction of the iconic Venna motif, originally crafted by artist Lucio Venna in the 1920s. This historical emblem is cleverly paired with contemporary summer accessories, such as a denim tote adorned with double leather handles and a versatile crossbody strap, laid-back mules and sandals, a snug low-top sneaker, and a compact pouch. This blend of daily functionality with luxurious heritage eloquently speaks to the Ferragamo identity—a juxtaposition of casual elegance and artisanal history.
Maximilian Davis sheds light on the inspiration behind the revival of the Venna motif, emphasizing the artistic and rebellious spirit of the era: “Ferragamo’s collaboration with Venna was about crafting stunning visuals that transcended the product itself. It’s that bold, artistic expression of the 1920s that resonates with our vision today.”
As Ferragamo continues to evolve, the Pre-Fall 2024 collection stands as a testament to the brand’s ongoing dialogue between its illustrious past and its dynamic present, ensuring that each piece resonates with the cool, modern consumer.
