Ferragamo Pre-Fall 2024 Collection
To introduce the Pre-Fall 2024 collection, Ferragamo presents a new campaign photographed by Harley Weir: an articulation of the vocabulary Maximilian Davis has built for the house, seen through the distinctly desirable lens of summer.
“We wanted to play with the idea of fantasy and reality,” explains Davis, “and Harley is someone who can express something that is both very real and very magical.” Against a backdrop of Italian sculptures rendered as sandcastles, a summer wardrobe reveals itself: pieces which can seamlessly adapt between long days and even longer evenings spent on the beach. “I wanted it to have an ease, but also an energy, which women can relate to,” he continues.
While the collection remains rooted in the contemporary language of Ferragamo, the history of the house appears interwoven throughout. Raffia, a staple of Ferragamo’s early designs, is translated into leather-lined woven shoppers and cut-out totes, as well as applied to the uppers of mules. “In terms of technique, combining high and low is what Ferragamo is about,” explains Davis – and, embroidered with Lucio Venna’s original artwork for the house from the late 1920s, the everyday appears elevated by the incorporation of the brand’s history. “Ferragamo and Venna collaborated to create artwork that wasn’t to do with product: it was just about making really good imagery – and that collaboration made me particularly interested in that period when Italians were using art as a rebellious form of expression,” explains Davis.
The iconic Ferragamo ballerina is also given new life through the adjustment of its proportions: its elongated last and toe suggest a slightly subversive elegance, and its enlarged hardware offers a minimalist yet playful touch. The Ferragamo Hug bag - the quintessence of Ferragamo’s enduring legacy of craftsmanship and creativity - remains omnipresent, but now exists with an artfully woven handle; louche pajama tailoring and tropical kaftan dresses are imbued with carefreeness, while the exacting nature of their fabrication and construction, alongside details like organic gold hardware, invites them into the Ferragamo universe. “It’s about looking at the wardrobe,” concludes Davis. “About it feeling identifiable, and exploring the elements and signifiers we’ve developed throughout my time here, in a fresh, new way.” This is summer, as seen by Ferragamo.
Campaign concept and creative direction: Ferdinando Verderi
Photographer (main images) and video direction: Harley Weir
Photographer (collateral images): Luna Conte
Styling: Lotta Volkova
Cast: Aymeline Valade, Awar Odhiang, Luca Lemaire
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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:
SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
Facebook: facebook.com/SSILifePH
Instagram: @ssilifeph
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