Fashion house Ferragamo has unveiled its Spring Summer 2024 campaign, opening a fresh chapter in Maximilian Davis‘ exploration of the Ferragamo woman’s essence. This campaign features the iconic supermodel Natalia Vodianova, captured through the lens of Vanina Sorrenti, an Italian artist renowned for her pioneering iconography focused on the intimate portrayal of women in their most comfortable and genuine states.
Maximilian Davis shares insights into his inspiration, rooted deeply in the influential female presence throughout his life. “My heritage and upbringing have been deeply influenced by women,” Davis states. He admires Sorrenti’s ability to capture women in their natural environments, where they feel most at ease, aiming to reflect this sense of comfort and empowerment in his work and for the women he dresses.
The Ferragamo Spring Summer 2024 collection draws inspiration from the effortless parallels between Caribbean warmth and Italian elegance, themes that resonate within the campaign’s setting. The interiors, adorned with parquet flooring and mid-century furniture against a backdrop of vibrant colors, exude a serene yet distinct ambiance.
The collection itself harmonizes two worlds with its focus on linen and cotton treated with meticulous finesse, sculptural wooden accessories crafted to perfection, and natural fabrics shaped into precise silhouettes. The accessories, particularly notable for their splashes of azure blue – as seen in the Hug bag, the optic white Fiamma, and a colorfully accented mule – evoke the Caribbean’s spirit. Meanwhile, the innovative cage heel, drawing from the Ferragamo archives, introduces a touch of Italian modernity.
At the campaign’s heart stands Natalia Vodianova, embodying Ferragamo’s principles through her agency and presence within the images. Davis emphasizes the importance of design that empowers the wearer, ensuring that each piece’s proportions, structure, and silhouette foster a natural sense of ease and confidence.
Top model Luca Lemaire is the star of menswear campaign. In charge of styling was Carlos Nazario, with creative direction from Ferdinando Verderi, and beauty by hair stylist Virginie Pinto Moreira, and makeup artist Thom Walker.
