Filmed at Cinecittà, Ferragamo’s second campaign chapter swaps sets for fabric waves, foregrounding raffia sandals, woven totes and slip-on mules.
Since his earliest days in Hollywood, Salvatore Ferragamo built footwear for the silver screen. That cinematic thread returns for Pre-Fall 2025, cast through a three-chapter film by Italian director Alice Rohrwacher and shot on the storied soundstages of Cinecittà. “We wanted to create a story that felt very Italian but was based around Hollywood cinema,” says creative director Maximilian Davis. “Alice has a very strong point of view, as well as a sense of humor and charm to her work. She can take a specific time and make it feel modern – and that’s exactly what we want to do.”
Chapter 2, titled L’Avventura, shifts focus to high summer and the pieces that anchor Davis’s vision: sandals balanced on spherical cork heels wrapped in raffia, woven Gancini totes assembled by hand, and easy menswear mules that slip on without ceremony. Each relies on natural fibers that echo Ferragamo’s earliest patents, proof that the house’s first experiments still steer its present.
Rohrwacher sets the scene with a wink of studio magic. Scraps of fabric ripple across the set, mimicking waves and turning the concrete floor into an improvised shoreline. The trick doubles as a homage to Salvatore’s habit of repurposing what lay close at hand. “Salvatore’s ideas of using the materials around you to innovate is so interesting to me,” Davis notes. “This scene is all about innovation and craft and so using that to create the very setting of the scene felt perfect.”
L’Avventura will sit between the film’s opening and closing chapters, each appearing through the season. Together, they underline Davis’s project: returning Ferragamo to its celluloid beginnings while keeping the mood firmly present-tense.
