Ferragamo introduces its Fall Winter 2025 campaign as a cinematic exploration of desire and elegance, where the language of Italian cinema is reinterpreted for today. Starring Mariacarla Boscono, Awar Odhiang, Apolline Rocco Fohrer, and Tim Schuhmacher, the campaign positions Ferragamo’s icons at the center of evocative vignettes. With Craig McDean behind the lens, the imagery references the Golden Age of cinema while celebrating the brand’s identity as a house rooted in Italian culture, craftsmanship, and style.
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Maximilian Davis’ vision for Ferragamo continues to shape the brand’s codes through subtle yet impactful design gestures. The Vara heel, one of Ferragamo’s most enduring symbols, is reimagined with laminated finishes and elevated silhouettes, affirming its relevance for a contemporary audience. In menswear, the Tramezza shoe demonstrates the precision and artisanal expertise that have defined the house’s shoemaking tradition, balancing history with a modern clarity.
The Hug bag and Soft bag, two newer Ferragamo signatures, return in imaginative forms. Printed palm motifs lend a sense of escapist glamour, while fur-lined iterations introduce surreal softness. These reinterpretations underscore Davis’ ability to evolve house codes through play and texture, creating accessories that feel instantly iconic yet fluid in their design.
The campaign also foregrounds the collection’s key seasonal pieces. Futurist-inspired wedges wrapped in seamless patent leather emphasize sculptural form, while a silken scarf dress reflects Italian ease. Tailoring, cut with sharp precision, embodies relaxed sophistication, while pumps adorned with hand-assembled flowers or ready-to-wear detailed with trailing poppies infuse a heightened sense of emotion. Each look echoes the expressive spirit of the runway, now distilled into cinematic stills.
Under Fabien Baron’s direction and Baron&Baron’s creative concept, the narrative conveys stolen moments, scenes of longing that feel lifted from the screen yet eternal in their impact. Styled by Lotta Volkova, with make-up by Tom Walker, hair by Virginie Moreira, and nails by Sara Ciuf, the campaign achieves a striking interplay of intimacy and grandeur. Every image captures Ferragamo not only as a fashion house but as a storyteller rooted in cultural memory.
The Fall-Winter 2025 campaign frames Ferragamo as a modern love story to cinema and craft. By revisiting its own heritage while continuing to evolve under Davis, Ferragamo presents a season where objects of desire become part of an ongoing narrative, an Italian vision reimagined for today.
