For Pre-Spring 2025, Ferragamo introduces the Soft Hug, a new twist on a familiar favorite. Debuting alongside the classic Hug, this latest version shifts gears with a single shoulder strap, making for an unstructured, easy-wearing piece that bends and moves with you. It’s about a natural gesture—the feeling of a hug—captured in a silhouette that’s equal parts casual and quietly luxurious.
With creative direction from Maximilian Davis, Ferragamo’s heritage is reimagined, blending modern craftsmanship with sophisticated, everyday luxury. The Soft Hug’s versatility captures this vision—crafted from fine leathers, with the subtle interplay of folds and closures that reflect Ferragamo’s iconic quality. The interior offers a contrasting pop of color, hidden behind the understated elegance of the bag’s exterior, all secured by a simple magnet.
This season’s color lineup is as evocative as it is wearable: black and burgundy, beige with a shot of yellow ochre, olive green mingling with forest green, and burgundy deepening to oxblood. Two sizes, multiple moods, and one ethos—luxury made effortless. The Soft Hug is the kind of bag that adapts, its soft shape moving with you in sync, designed for life as it is today.
Find the Soft Hug in Ferragamo boutiques or online at ferragamo.com—a new icon in the making.
