Ferragamo Brand
Ferragamo Introduces Its New 2023 Holiday Campaign: A Florence Play
Luxferity, 29.11.2023
Ferragamo's 2023 Holiday Campaign: A Florence Play
Ferragamo introduces the new 2023 Holiday Campaign, featuring a series of scenes set in Florence, the beating heart of the Maison's history and Ferragamo’s chosen New Renaissance hub.
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The campaign embodies the juxtaposition of two generations of image-making, to merge two co-existing narratives in today’s Ferragamo. Italian fine artist Paolo Ventura reimagined iconic views of Florence through photography reworked as timeless paintings, while young Brazilian photographer Rafael Pavarotti lensed the members of the Ferragamo community within them.
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Florence’s Renaissance beauty is transformed in a theatrical set for an imaginary play, within the encounter of classical and the playful, the historical and the new, the solemn and the joyful, the founder’s legacy and Maximilian Davis’ youthful community.
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From Palazzo Vecchio to the Fountain of Neptune, the walls of Palazzo Spini Feroni, and the Basilica of Santa Maria Novella, the theatrical, almost surreal atmospheres of these unique photo-paintings bring to the fore the places, the faces, and the highly crafted distinctive products designed by Maximilian Davis.
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The campaign features exclusive looks from the 2023 Holiday selection, including tailored silhouettes, denim and leather pieces, après-ski outfits and signature accessories such as the Hug bag, the Fiamma shoulder bag, the Gancini loafers and the slip-ons with cut-out details, alongside a curated line-up of festive gifting comprising small leather goods in gold and silver, classic belts in timeless shades and soft scarves with the Ferragamo logo.
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Credits:
Campaign Creative Direction: Ferdinando Verderi
Paintings by: Paolo Ventura
Photography by: Rafael Pavarotti
Styling by: Ibrahim Kamara
Talents: Aymeline Valade, Ying Ouyang, Malick Bodian
*Giardino di Boboli, Cortile dell’Ammannati di Palazzo Pitti, Corridoio Vasariano. By permission of the Ministry of Culture – Gallerie degli Uffizi.
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