Ferragamo’s Latest Campaign Is A Mid Century Modern Visual Feast

Since becoming Ferragamo’s creative director in 2022, Maximilian Davis has been churning out captivating campaigns like there’s no tomorrow. Last season the British designer tapped American photographer Tyler Mitchell to capture his A/W 23 collection amongst renaissance masterpieces by Botticelli. This time around, he looks to the mundanity of home life with photographer Vanina Sorrenti and model Natalia Vodianova.

The campaign not only showcases the striking synergy between Maximilian Davis' exploration and Natalia Vodianova's magnetic presence but also unveils the exquisite parallels drawn between Caribbean and Italian ease. The S/S 24 collection's inspiration seamlessly manifests in the campaign's interiors, featuring parquet floors, mid-century furnishings, vibrant hues, and an overarching tone of serenity. A harmonious blend of two seemingly disparate worlds characterises the campaign, where linens and cotton are treated with meticulous finesse, sculptural wooden accessories exude perfection, and precise silhouettes are expressed in natural fabrics.

‘My heritage, my background and my upbringing have always revolved around the influence and presence of women in my life,’ explains Maximilian Davis. ‘And Vanina’s work is about seeing women in their natural surroundings, where they feel most at ease. Her gaze, and their comfort, is very powerful – and I want to make sure that the women who I work with and the women who I dress feel that way, too.’

Since she began her career in the 1990s, Sorrenti has made waves in Italy as a pioneer of honest depictions of women at home. The Italian image-maker's work is defined by capturing women sprawled on their furniture, finding comfort in spaces where the need to perform is absent. The campaign invites viewers into a visual feast, where flashes of azure blue in the Hug bag, artfully folded within an optic white Fiamma, and colourful mules evoke the spirit of the Caribbean. Meanwhile, the construction of the new cage heel draws inspiration from the Ferragamo archive, infusing a distinctly Italian modernity into the collection.