Ferragamo introduces its 2026 Holiday campaign, The Joy of Loving, starring Kris Jenner alongside a cast of families, musicians, actors, and creatives. Directed by Clara Cullen, photographed by Ilya Lipkin, and styled by Miyako Bellizzi, the campaign explores personal relationships through documentary-style interviews and cinematic sequences. Creative director Maximilian Davis draws inspiration from the Ferragamo family’s history, placing the relationships between generations at the center of the project.
HOLIDAY SEASON
The campaign traces its central idea to Salvatore Ferragamo, whose passion for invention and creativity accompanied his desire to provide a better life for his family. His wife, Wanda, continued developing the house during the 1960s, establishing a family history that continues to inform its direction. Today, the Ferragamo family and Davis carry that perspective into the brand’s collections.
View this post on Instagram
“Ferragamo is all about family,” Davis explains. He considers how different generations wear his designs and how personal attachments encourage people to preserve particular items. This approach informs the holiday campaign, which explores the emotional significance of objects that remain within families over time.
Kris Jenner introduces the campaign through the imagined role of a film director. Drawing from Ferragamo’s cinematic origins, the opening sequence places Jenner in charge of a production featuring several groups of people with personal connections. Through documentary-style interviews, she discusses the importance of family relationships in her own life before introducing the campaign participants through a series of screen-test auditions.
The films that follow explore different experiences of affection and belonging. Paloma Elsesser appears alongside her brother Sage, a model and musician. Musical trio The Womack Sisters, descendants of a prominent soul music family, bring their shared artistic background to the project.
The band Bar Italia joins the cast alongside Ch’lita, the model and stylist who shares a relationship with drummer Jezmi Fehmi. Actress and director Joan Chen appears with her daughter Audrey Hui, while acting coach Nancy Banks participates with her son, actor Benny Buckley. Multidisciplinary creative Sofia Testino completes the lineup alongside her dog Syko.
Davis explains that the casting process focused on people who maintain meaningful personal relationships. The production brought actual families and partners together, allowing the camera to capture their interactions through intimate scenes. These moments explore affection among relatives, friends, and romantic partners, creating individual perspectives within the campaign.
The films conclude with the participants gathering for the premiere of their production. The final sequence brings the separate stories together, returning to the campaign’s central theme of relationships across generations.
Ferragamo incorporates several signature accessories throughout the campaign. The Ferragamo Hug Bag and Ferragamo Cara Bag appear alongside a selection of footwear from the holiday collection. The lineup includes satin pumps featuring crystal-embellished Gancini ornaments, classic Vara ballerinas, and golden stiletto sandals with decorative detailing.
The accessories connect the campaign’s family theme with Davis’s interest in clothing and objects that people retain and pass between generations. Their presence emphasizes the personal associations that fashion can acquire through everyday experiences and family memories.
Chairman Leonardo Ferragamo connects the project to the house’s founding values, emphasizing the relationship between beauty, humanity, and joy. Through The Joy of Loving, Ferragamo presents its holiday collection within a series of personal stories, placing the cast’s relationships at the center of its seasonal campaign.
