Salvatore Ferragamo, often simply called Ferragamo, is a pioneering brand in footwear design. Founded in Italy in the 1920s, it was a fashion house that used an innovative approach to design. And so it is today, Ferragamo begins a new approach to fashion, honoring Florence and its rich tradition of elegance and modernity. And the result is a collection for this year’s fall and winter with an equally eloquent name “New Renaissance”.
Salvator’s first renaissance
The history of this brand is a history of constant rebirth and progress. Its founder, Salvatore Ferragamo, born in 1898 as the eleventh child of 14 in the Italian village of Bonito, certainly did not have an easy start. Yet he managed to escape poverty and change his fate. As a teenager, he emigrated to the United States, and his life plan was to create shoes.
In California, he opened a modest shoe studio that quickly became a reference point for Hollywood stars. His unconventional, yet incredibly elegant designs won the recognition of famous personalities, earning him the title “Schoenmaker van de Sterren” – Shoemaker of the Stars. The first Ferragamo store itself 6683 Hollywood Blvd was a true masterpiece of the Italian Renaissance. The fabrics on the walls imitated 14th-century tapestries, and the intricately hand-carved sofas and luxurious curtains complementing the classical columns were the best proof of this. The “New Renaissance” will, in time, prove to be just one of many.
source: timesquare.com
Back to the roots
Soon, young Salvatore realized it was time to return to his home country. However, instead of going to his roots in the Avellino region near Naples, he was drawn to Florence, the “jewel of the Renaissance”. It was groundbreaking for the brand, which not only set new standards in footwear design, but also introduced innovative techniques such as the use of cork, plastic and fabrics.
Ferragamo drew from the era’s history and culture and combined it with his own creativity and innovative ideas. He also often emphasized craftsmanship and innovation in his designs, combining art with craftsmanship excellence. Therefore, Ferragamo footwear was a combination of exceptional comfort and unique elegance, which ultimately brought its creator recognition. After Salvatore’s death in 1960, his family continued the legacy, developing the brand and introducing new sales segments.
“New Renaissance” – what has history and fashion changed?
Today, Ferragamo is experiencing a renaissance, working closely with the Uffizi Gallery, which was once the heart of Salvatore’s Florentine experience. In a unique way, it presents us with a collection for the fall-winter 2023 season, created under the vision of creative director Maximilian Davis. And in it Davis skillfully combines elegant and practical clothing with motifs from famous 15th and 16th century tapestries. In this way, he creates an undoubtedly interesting dialogue between heritage and the present. He tries to answer the question of where to place tradition in the present, and it seems that he does it quite accurately.
source: timesquare.com
Just as brand founder Salvatore partnered with the artistic community, Davis gathered a group of creatives to create a series of photos. The campaign featured top models: Vittoria Ceretti, Anok Yai, Lina Zhang, Jessica Stam, Mona Tougaard, Paul Hameline, Iván de Pineda, Malick Bodian and Taemin Park. And besides, also a creative consultant and strategist Zainab Jama, singer and songwriter Kelela, sound artist Yasmina Dexter and photographer Tyler Mitchell. He was responsible for the cinematography and video direction. Tyler Mitchell, and the creative direction was provided by Ferdinando Verderi.
The latest collection “New Renaissance” is shaped by combining new, creative talents and creating its own community. This similar attitude to the masters of craftsmanship and art of the Renaissance from Florence makes Ferragamo definitely lead in vision. This campaign, together with the one published a few weeks earlier futuristic Dolce&Gabanna campaign these are two of the most innovative approaches to fashion in recent months.