Luxury house Ferragamo unveiled its Fall Winter 2024.25 campaign, that fuses Florence’s historic essence with modern sensibilities, captured by fashion photographer Juergen Teller. Under the guidance of Creative Director Maximilian Davis, the campaign turns the city into a stage where past and present converge. This season, Ferragamo’s pieces are presented as part of daily life, worn amidst the city’s age-old landscapes.
Central to the campaign is the historic Palazzo Spini Feroni, a bastion of medieval Florentine architecture that houses Ferragamo’s headquarters and museum. Purchased in the 1930s by Salvatore Ferragamo, the building is a vivid character in the campaign’s story, symbolizing the bridge between the brand’s rich heritage and its innovative vision.
One of the most exciting aspects of shooting in Florence was exploring the city’s incredible art scene. Not only did I see Michelangelo’s statue of David, but also, we were able to visit the ancient ateliers of some of Florence’s finest craftsmen. One workshop that stood out to me belonged to a slip cast ceramicist. His studio was founded centuries ago, and I was awestruck as I watched him work. It was one of those moments that made me feel like I was at the heart of the ‘real’ Florence, the Renaissance city steeped in a rich culture of art, history and fine craftsmanship. It’s one thing to know of Florence’s history, and quite another to experience it so intimately. – Raquel Zimmermann
The campaign was captred across various iconic locations in Florence – from the renaissance sculptures at Loggia dei Lanzi to the storied Caffè Rivoire. Each setting is thoughtfully chosen to reflect Ferragamo’s narrative, emphasizing the symbiotic relationship between the brand and its origin city. These locales serve as both historical markers and active participants in the modern narrative of Ferragamo.
Ferragamo and Florence speak the same language, they share the same history, so I wanted to go back to the very beginning of the story. Over three days, we explored the city together. It felt free, like we’d all just gone on a trip – and it was fun. Sometimes we’d stop and get an ice cream. – Maximilian Davis
The campaign features a diverse cast that embodies the spirit of a modern-day renaissance. Supermodel Raquel Zimmermann is portrayed as the quintessential Renaissance beauty, echoing Florence’s artistic legacy. She is joined by Peter Saville, whose collaboration in refreshing the brand’s logo marks his deep engagement with Ferragamo. Also featured in the campaign are friends of the house like Lina Zhang, Maïa Hawad, Tim Schuhmacher, and Yasmin Warsame, each bringing their unique narrative and connection to the brand. In charge of creative direction was Dovile Drizyte, with styling from Lotta Volkova. Beauty is work of hair stylist Virginie Moreira, makeup artist Thom Walker, and manicurist Virginie Moreira.
The campaign underscores Ferragamo’s commitment to Florence through active engagement with the city’s cultural heritage, including contributions to the restoration of iconic sculptures.
