Ferragamo’s S/S 23 Campaign Signals A New Dawn

It’s always exciting when a new talent takes the creative reigns of a fashion brand that’s long been thought of as stagnant. From the garments to the logo, these days, a new creative director means a complete overhaul of a brand’s key signifiers. Well, it was London’s very own Maximilian Davis who reinvigorated FERRAGAMO when he presented his debut collection for the Italian brand in Milan last September. Having already ushered in a new logo and sartorial vision for the brand, naturally, the next step is to present a campaign. For this Davis has tasked famed fashion photographer Rafael Pavarotti to bring his sensual S/S 23 collection to life.

Davis' S/S 23 campaign perfectly encapsulates the distinct sensuality at the core of the creative director’s design ethos. That is, it showcases the languid silhouettes, sheer fabrics, and sleek leathers that defined his debut collection against a scarlet red backdrop that’s becoming a brand signature. Know first and foremost as a luxury accessories label, Pavarotti expertly highlights Davis’ handbag proposition with the sculptural Wanda bags. A key characteristic of the collection was Davis’ fetishistic slant seen in full-leather looks and the scrappy Elina sandals. Of course, it’s the diverse casting that should be lauded above all.

It was a pleasant surprise to much of the industry when Davis was appointed creative director of FERRAGAMO last year. At that point, the then 26 year old designer only had 3 collections under his belt which were presented as part of Lulu Kennedy’s talent incubator Fashion East. Still, those three collections made enough of an impact seeing his work featured in major publications from Dazed to Vogue and has become a favourite among A-listers like Rihanna and Michaela Coel.