Ferragamo In Florence
To celebrate the new season, Ferragamo returns home to Florence, locating the vision for the season within the context of its past. The reality of the city – of lives lived against its historic backdrop – is experienced through the lens of Juergen Teller, an artist renowned for his unique perspective on modernity. “There is a sense of connection to the directness of his work,” explains Maximilian Davis. “During the time we’re in, that’s what people are looking for – and I am interested in seeing real people in Florence, and how they wear Ferragamo.”
The runway collection is dissected and reassembled to reflect that spirit: a wardrobe created to exist within the world today. Exploring the city from the Palazzo Spini Feroni – the 13th century building which Salvatore Ferragamo transformed into the brand’s headquarters in the 1930s – to the local piazza outside; the sculpture garden at the Loggia dei Lanzi – home to world-renowned Renaissance masterpieces – to the Caffè opposite, this is a celebration of simultaneous realities: of modernity and heritage, of the ordinary and extraordinary. “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,” explains Davis. “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.”
The iconic Raquel Zimmermann – a contemporary version of the Renaissance beauty archetype – takes centre stage in the story. She appears alongside the likes of Peter Saville – who has long been a Ferragamo client and who recently oversaw the modernization of the house’s logo – and friends of the house including muse Lina Zhang and scholar and creative consultant Maïa Tellit Hawad. It is a collective that extends beyond fashion’s ordinary contexts, and who directly relate to the multi-generational nature of the brand. “At Ferragamo it’s always a community, a family,” says Davis. Here is a depiction of that family’s Florentine tour. Acknowledge the locations as intentionally selected to create a real Florentine experience.
“We thought about it for quite a long time of how and where and I am very proud of what we did for Ferragamo in Florence. It makes a lot of sense for me.” 一 Juergen Teller
Creative Director: Maximilian Davis
Photography: Juergen Teller
Creative partner: Dovile Drizyte
Campaign Creative Direction: Ferdinando Verderi
Styling: Lotta Volkova
Make-up: Thom Walker
Hair: Virginie Moreira
Nail art: Sylvie Macmillan
Talents: Maïa Tellit Hawad, Peter Saville, Tim Schuhmacher, Yasmin Warsame, Lina Zhang, Raquel Zimmermann
QUOTES OF THE TALENTS
Focus on the characters and their real relationship with the brand and their role in the Ferragamo extended family of collaborators that Maximilian surround himself with:
This campaign is seen as a collective experience where friends and family are invited to discover Ferragamo’s city of birth on a journey together, exploring Florence most known and hidden gems. Raquel is the quintessential Renaissance beauty, a modern-day muse to Maximilian Davis much like a Botticellian Venus. Peter long standing collaboration with the brand starts right at the beginning of Max’s journey with the re-design of the brand logo. Maïa embodies the qualities and virtues of the archetypal Ferragamo woman: boldness, cultural eagerness, a sense of ease and timeless beauty. Lina, Tim and Yasmina are recognizable Ferragamo faces season after season.
Here below some quotes and experiences of the talents in Florence:
“Am I dreaming? A photoshoot with proper coffee, I am in caffè Revoire opposite the Palazzo Vecchio in Florence, and I’m here with Jurgen Teller, we are filming for Ferragamo. I’ve been to Florence so many times now as a guest of Ferragamo, the city and the house are like one and the same to me. It’s all form, craft, color and……actually the art of being …. and living. I’m drinking this coffee, it is still pretty early in the morning so perhaps I’m dreaming.” 一 Peter Saville
Raquel Zimmermann
What is your favorite memory of those days in Florence?
“The day I arrived in Florence resonates with me most as I always feel energized when I land somewhere new. We took an evening stroll that ended at the Ponte Vecchio to watch the spectacular sunset over the city. There is so much to do given the city’s rich history and monuments, but taking a walk and having dinner by the river’s edge is one of my favorite activities in Florence.”
Did you discover anything new, or unexpected about/ in Florence?
“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.”
Tim Schuhmacher
What is your favorite memory of those days in Florence?
“My favorite memory is the city itself. especially in the evenings when the light makes everything seem golden, and everyone is out, dressed nicely, and enjoying the beautiful scenery with good drinks and food. It seems impossible to be in a bad mood.”
Did you discover anything new, or unexpected about/ in Florence?
“I was just strolling around without any plan after we finished work, taking a left or right whenever it felt right. I ended up in small streets where I found great vintage clothing and antiques stores. It was a pity I was traveling with hand luggage only. Another reason to go back!”
Lina Zhang
What is your favorite memory of those days in Florence?
“Although it's been two months since the shoot, I still remember it as it’s one of the most dreamy and delightful shoots I've had in the past few years, maybe it's because of the beauty and history of Florence that got me excited, and as I remember that we walked around the city for two days shooting which was very enjoyable.”
Did you discover anything new, or unexpected about/ in Florence?
“As we know there are some places during this shoot that were the most representative landmarks in Florence. The day before the shoot my friend who accompanied me there and told me a lot about the Ancient Greek mythology, with the sculptures of characters such as Perseus, Medusa, etc., as well as David. Even though I had been there before, but I do have a new perception of Florence this time, and I think that it's not just a beautiful city, there is also a very historic and artistic city.”
Yasmin Warsame
What is your favorite memory of those days in Florence?
“I loved my short time in Florence, I got to walk around my beautiful hotel (and greeted me with tea and pastries) went to the market and saw all the goods, the restaurants near the strip were a delight.”
Did you discover anything new, or unexpected about/ in Florence?
“I discovered that there was a Ferragamo street: Piazzetta Salvatore e Wanda Ferragamo …..I thought that was very respectful of the people of Florence to acknowledge his talent and origin. I went to a beautiful perfume and shop and found my scent; I had a great experience choosing it.”
Maïa Hawad
What is your favorite memory of those days in Florence?
“My favorite memories in Florence include long walks along the Arno, visiting the Office, admiring the city sculptures, and enjoying long dinners with Maximilian and the team.”
Did you discover anything new, or unexpected about/ in Florence?
“I had never seen a Botticelli painting in real life, only in pictures. Viewing his work firsthand, I discovered his extraordinary attention to detail and encyclopedic love of plants. In "Primavera" alone, there are over 500 species of plants depicted. I spent a long time examining the meticulous details of this lush garden blooming in between the characters' feet.”
LOCATION IN FLORENCE
Locations are an important part of the narrative:
The setting becomes protagonist, with each location photographed embodying an atmosphere where the Ferragamo man and woman move at ease on a daily basis. The intentional mapping of these location is defining the spirit of the collection, giving away clues onto the personality of the characters and the brand’s ethos. Key protagonist is Palazzo Spini Feroni, point of reference for all the other locations, as the Ferragamo building in Florence.
Piazza Santa Trinita and Palazzo Spini Feroni Ground Floor
Palazzo Spini-Feroni is an imposing historic residence located along the Lungarno in Florence, dating back to the thirteenth century. It is known for its medieval Florentine architecture, with a stone façade and crenellated tower overlooking the Arno River. Over the centuries, the palace has been the residence of several Florentine noble families, including the Spini and the Feroni, from which the current name derives. One of the most famous aspects of the palace is its chapel, the Spini Chapel, decorated with frescoes of remarkable beauty.
Today, Palazzo Spini-Feroni is known for being the headquarters of Ferragamo. Purchased in the 1930s, the building also houses the Ferragamo Museum. This link between Palazzo Spini-Feroni and Salvatore Ferragamo represents a combination of historical tradition and innovation in the field of fashion, helping to keep Florence's cultural and artistic heritage alive.
Loggia dei Lanzi, located in Piazza della Signoria, was built between 1376 and 1382 upon request of Baccio di Giovanni and Francesco Talenti. Originally planned to host public speeches and ceremonies, it is recognized for its sculptures from the Renaissance and Baroque period. Among the most famous artworks, there are «Perseo» by Benvenuto Cellini, and «Il Ratto delle Sabine» by Giambologna. The name «Lanzi» comes from Lanzichenecchi, the German soldiers that were hosted in this building during the Tuscany Granducato.The sculptures were recently restored thanks to Ferragamo donations.
Palazzo Corsini, located by the Arno River, is a magnificent example of baroque Florentine architecture. Built between 1650 and 1700 for the noble family Corsini, the ground floor of this building is recognized for the salon on the ground floor with a sumptuous decoration. This area hosts a collection of private pieces of art including Italian maestri such as Caravaggio, Botticelli and Rubens.It is also known for its gardens, from which you can enjoy an amazing view of the city of Florence.
Caffè Rivoire, located in Piazza della Signoria in Florence, was built in the XIX century. Opened in 1858, it soon became the meeting place for artists, intellectuals and politicians, including writers, painters and revolutionaries, who created a vivid cultural and meeting place that contributed to the cultural growth of Florence. Today Caffè Rivoire is still a very popular place that didn’t lose its original allure.
Galleria Romanelli is a historic sculpture workshop located in the San Frediano district of Florence. Founded in 1860 by the famous sculptor Pasquale Romanelli, the gallery is still run by the Romanelli family, now in its fifth generation of artists. The gallery is renowned for its marble and bronze works, ranging from classical sculptures to contemporary commissions. The artists of the Romanelli Gallery have contributed important works to numerous public monuments and private collections in Italy and abroad.
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ABOUT SALVATORE FERRAGAMO S.P.A.
Salvatore Ferragamo S.p.A. Salvatore Ferragamo S.p.A. is the parent Company of the Salvatore Ferragamo Group, one of the world’s leaders in the luxury industry and whose origins date back to 1927. The Group is active in the creation, production and sale of shoes, leather goods, apparel, silk products, and other accessories for men and women. The Group’s product offer also includes eyewear and watches, manufactured by licensees. The uniqueness and exclusivity of our creations, along with the perfect blend of style, creativity, and innovation enriched by the quality and superior craftsmanship of the ‘Made in Italy’ tradition, have always been the hallmarks of the Group’s products. With approximately 3,750 employees and a network of 639 mono-brand stores as of 30 June 2021, the Ferragamo Group operates in Italy and worldwide through companies that allow it to be a leader in the European, American, and Asian markets.
In the Philippines, Ferragamo is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 4, Rustan’s Shangri-La, and Rustan’s Makati. You can also shop Salvatore Ferragamo online at Trunc.ph and Rustans.com. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.
About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:
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