Ferragamo steps into Spring/Summer 2025 with a campaign that merges its heritage and a forward-thinking mindset. Maximilian Davis brings his perspective to Tuscany, where Juergen Teller photographs the scene at Villa Mangiacane, surrounded by Renaissance frescoes and 14th-century structures. “We wanted to show the DNA of Ferragamo in a real and immediate moment,” Davis says. “It’s about showing the elegant classicism of the brand, but making it a little more perverse, a little more playful.”
Models Liu Wen, Claudia Campana, Diego Gomez, and Naoki Sumiya roam the villa’s grounds, reflecting the laid-back approach that drives this collection. Sculptural sandals appear for a moment in the sun, while a new version of ballet flats, complete with silk ribbons winding up the calf, sits against plaster walls. “We’re taking something from the past and mixing it with something that feels very modern,” continues Davis.
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Patent red kitten heels drawn from the Ferragamo archive complement an antique sofa, while a Gancini coat with interlaced detailing gleams on a sidewalk. Liu Wen and Claudia Campana hold soft nappa leather bags and frayed cotton renditions of the Hug, channeling Renaissance portrait subjects but with a relaxed twist. It’s a fitting direction for Ferragamo, a house that looks to its origins while shaping a new narrative.
This release follows the brand’s 2022 refresh, when a refined logo by Peter Saville signaled a new phase for the house. With that in mind, the Spring-Summer 2025 campaign underscores a balance of craft, lineage, and a taste for what’s next.
