The Ferragamo Pre-Fall 2024 campaign mixes fantasy with reality under the creative direction of Maximilian Davis and photographer Harley Weir. With Italian sculptures transformed into sandcastles, the campaign shows a collection that transitions from sun-soaked days to breezy beachside evenings. This series reflects the contemporary language of Ferragamo and incorporates elements like raffia—once a staple, now reimagined in leather-lined woven shoppers and stylish cut-out totes.
Maximilian Davis enhances the campaign with subtle nods to the artistic collaborations of the 1920s, specifically highlighting Lucio Venna’s original artwork for Ferragamo. The iconic Ferragamo ballerina flat is reinterpreted with elongated proportions and playful, enlarged hardware, giving it a hint of rebellion. Meanwhile, the Ferragamo Hug bag is elegantly redesigned with a woven handle.
The collection’s apparel, including louche pajama tailoring and tropical kaftan dresses, is crafted with attention to detail. These pieces feature organic gold hardware that incorporates them into the Ferragamo aesthetic. Maximilian Davis’s vision for the campaign focuses on making the Ferragamo wardrobe identifiable and relatable, exploring new forms and motifs that have been developed during his time.
Creative direction by Ferdinando Verderi and styling by Lotta Volkova make the campaign, bringing to life the vision through a carefully selected cast including Aymeline Valade, Awar Odhiang, and Luca Lemaire. With Luna Conte capturing collateral images, the campaign is a display of summer as envisioned by Ferragamo. Take a closer look at the campaign in the Gallery below:
While the collection remains anchored in Ferragamo’s contemporary style, the history of the brand is incorporated. Accessories throughout the campaign prominently feature the Venna motif, a design created by Lucio Venna in the 1920s. These everyday summer accessories, with this historical logo, offer casual elegance with the rich heritage of Ferragamo. Maximilian Davis highlights this blend as more than a design choice, noting, “Ferragamo and Venna collaborated to create artwork that wasn’t merely about product—it was about crafting outstanding imagery.” The logo capsule includes items like a denim tote with leather handles, off-duty mules and sandals, a low-top sneaker, and a compact, versatile pouch. Take a look at the capsule pieces in the Gallery below:
