For Spring Summer 2026, Ferragamo introduces La Prima Impressione, a film-driven campaign that connects the house’s cinematic lineage with the idea of family. Directed by award-winning filmmaker Antoneta Alamat Kusijanović, the project unfolds across seven chapters released throughout the season, each building a layered narrative set inside an Italian countryside villa.
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At the center stands Christy Turlington, cast as both matriarch and quiet orchestrator of a household’s emotional rhythm. The story traces the arrival of a new partner into the family, observing the subtle exchanges, tensions, and gestures that define first impressions. The villa setting grounds the narrative in intimacy, while the camera moves with restraint, allowing performance and wardrobe to carry the atmosphere.
Creative Director Maximilian Davis frames the campaign through Ferragamo’s historical ties to Hollywood. “The starting point of Ferragamo is Salvatore’s link with Hollywood, and so cinema always feels interesting for us to explore,” Davis explains. His casting of Turlington continues a dialogue with the house archive, revisiting figures who shaped its visual language in the 1990s and positioning them within a contemporary framework.
Kusijanović emphasizes the enduring presence of her lead: “Magnetism and allure are ageless, and that’s something worth celebrating.” Turlington’s wardrobe reflects that sentiment. The sculptural S-heel mule evolves the archival F-heel, while a stiletto featuring the Vara bow introduces a house signature into the present. These details ground the narrative in product while reinforcing Ferragamo’s design codes.
Beyond the central figure, the campaign expands into a broader cast that represents multiple generations and perspectives. Pierre Francois Jacob appears as the husband, while Penelope Ternes and Kaplan Hani portray the daughter and son. Edoardo Sebastianelli and Lina Zhang step in as partners, and Fatou Kebbeh joins as a friend of the family. Together, they present distinct facets of the Spring Summer 2026 collection: silken scarf dresses in fluid prints, the woven craftsmanship of the Hug bag, and beaded S-heel mules that introduce texture and expressive detail.
Davis notes, “When I’m creating a collection, I am always designing for a family of people. The brand has always been built on the idea of family.” Through that lens, La Prima Impressione positions the collection within lived relationships rather than isolated fashion imagery. The garments gain context through gesture and proximity.
With direction by Antoneta Alamat Kusijanović and cinematography by Natasha Braier ASC, the campaign reinforces Ferragamo’s dialogue with cinema while grounding it in contemporary storytelling. La Prima Impressione presents Spring Summer 2026 as a study in first encounters, generational continuity, and the lasting resonance of style shaped by family and film.
