Ferragamo Unveils Its New Spring-Summer 2024 Campaign

Luxferity, 20.02.2024

For Spring-Summer 2024 Ferragamo unveils new campaign, a new chapter of Maximilian Davis’ investigation on the Ferragamo woman. The campaign stars Natalia Vodianova photographed by Vanina Sorrenti, an italian artist who for the past decades has pioneered a form of iconography entirely based on the intimate study of women, captured in the comfort of their own selves.

“My heritage, my background and my upbringing has 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. ”

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The Spring-Summer 2024 collection, which explored parallels between Caribbean and Italian effortlessness, is directly reflected in the interiors of the campaign: parquet floors and midcentury furnishings paired with vibrant hues, and marked by a tone of distinct serenity.

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The balance between two seemingly disparate worlds is a spirit that marks a collection where linens and cotton are approached with rigorous finesse, sculptural wooden accessories polished to perfection and precise silhouettes expressed in natural fabrics. In accessories, flashes of azure blue – in the Hug bag, folded within an optic white Fiamma, colouring a mule – channel the spirit of the Caribbean, while the construction of the new cage heel draws upon the Ferragamo archive for a distinctly Italian modernity.

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Central to the story is Natalia Vodianova, a woman whose agency in the images embodies the principles Ferragamo. “For me, it’s about making sure that the proportions, structure and silhouettes of a piece are always constructed in a way that empowers their wearer,” he continues”. “It should give you the sense of ease that comes naturally from wearing something that you believe works for you.”

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