Ferragamo Pre-Fall 2025 campaign returns to a place that shaped the brand’s earliest ambitions: the cinema. Salvatore Ferragamo built his name in Hollywood by designing shoes for the silver screen, outfitting stars like Joan Crawford and Judy Garland, and contributing to the visual vocabulary of directors such as Cecil B. DeMille. Nearly a century later, creative director Maximilian Davis reengages that legacy through a fresh collaboration with award-winning Italian filmmaker Alice Rohrwacher.
Together, Davis and Rohrwacher present a three-part film shot at Cinecittà, the legendary Italian film studio synonymous with both local and international cinema. Each chapter offers a scene that reflects the craftsmanship behind Ferragamo’s Pre-Fall accessories, bringing together fashion and filmmaking with a focus on process and materiality. “We wanted to create a story that felt very Italian but was based around Hollywood cinema,” says 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.”
Instead of focusing on a traditional narrative, the campaign uses the accessories as its main characters. The camera draws attention to each item as it moves through stylized sets inspired by the Golden Age of film. Rohrwacher offers a view of the craft behind the screen, placing the construction of both shoes and cinema on equal footing. Every frame becomes a nod to analog processes, allowing the viewer to see the artistry behind the fantasy.
The second installment, titled L’Avventura, focuses on the textures and techniques that define high summer. Ferragamo’s seasonal footwear and bags step into the spotlight: cork-heeled sandals with raffia detailing, open-back mules for men, and woven Gancini totes, all crafted using materials that echo Salvatore’s original experiments. The scene offers a visual play on illusion, using scraps of fabric to simulate ocean waves. Rather than building a set through digital effects, the team constructs the environment by hand, underlining the importance of tactile invention.
“Salvatore’s ideas of using the materials around you to innovate is so interesting to me,” Davis explains. “This scene is all about innovation and craft and so using that to create the very setting of the scene felt perfect.” His interest in experimentation aligns closely with Rohrwacher’s cinematic technique. The two approach storytelling through a shared emphasis on texture, detail, and the handmade. Rather than rely on grand gestures, they let smaller elements do the work, cut fabric, cork, raffia, and the human hand.
The location of Cinecittà reinforces the campaign’s connection to both past and present. As one of the most iconic film studios in Europe, it serves as both a physical stage and a symbol. In this space, Davis and Rohrwacher point back to Ferragamo’s roots while showing how they continue to shape the label’s identity. The accessories step into that history, not as props, but as key actors in a new interpretation of glamour and craftsmanship.
