Ferragamo Presents a Gilded FW23 Campaign, Featuring Gems of the Uffizi Gallery
Italian fashion house Ferragamo, led by Creative Director Maximilian Davis, ushers in the romantic Fall/Winter 2023 season with a vibrant new Renaissance campaign. In a stunning collage of iconic paintings from the Uffizi Gallery in Florence, Italy, the campaign fully embraces Ferragamo’s artisanal roots and contemporary creative community.
Photo by Tyler Mitchell, courtesy of Ferragamo and Uffizi Gallery, Florence.
From Florence to Hollywood, a Legend of Beauty and Shared Knowledge at Ferragamo
Founded by the late designer Salvatore Ferragamo, who began fashioning footwear at the tender age of 12, the brand found its first home at Palazzo Spini Feroni in 1927 in Florence. Still the site of the maison’s headquarters to this day, the beloved studio is a pure celebration of shared ideas, intellect, and artistry. After journeying to America, Ferragamo soon immersed Hollywood in the decadence of the Italian Renaissance; his boutique on Hollywood Boulevard brimmed with grandiose columns, walls draped in fabric reminiscent of 14th-century tapestries, and sculptural seating. Forever inspired by Florence as the “Jewel of the Renaissance,” Ferragamo passed on his adoration of classic Italian style to a star-studded clientele including Audrey Hepburn, Greta Garbo, Sophia Loren, Lauren Bacall, and Marilyn Monore. Madonna paid homage to Argentine figurehead Eva Perón and her love of Ferragamo’s epic creations when she embodied Perón in the seminal 1996 film Evita.
Photo by Tyler Mitchell, courtesy of Ferragamo and Uffizi Gallery, Florence.
Ferragamo’s Creative Community Joins Together to Launch a Dynamic New Renaissance
As one of the first modern museums, the Uffizi was founded by Giorgio Vasari as offices for Tuscany’s Grand Duke—Cosimo I de’Medici—in 1569, and presented its art gallery to visitors in 1769. Invoking that stirring creativity upheld by the Uffizi for hundreds of years, Ferdinando Verderi, Creative Director of Vogue Italia, spearheaded the concept and creative direction of the vivid campaign, embracing the tones and textures of 15th and 16th century masterpieces.
“The Renaissance is hardwired into Florence, and Florence is hardwired into Ferragamo,” explained Davis. “At this time of a new beginning at the house, it made perfect sense to reclaim the cradle of the Renaissance as our spiritual home, and to harness the deep, artistic spirit of this city to showcase the new collection.”
Photo by Tyler Mitchell, courtesy of Ferragamo and Uffizi Gallery, Florence.
Ferragamo’s Renaissance Campaign Captured by Tyler Mitchell
The house’s warm circle of friends, muses, and fellow creative forces star in the latest presentation, photographed and directed by the skilled Tyler Mitchell. An array of recognizable and behind-the-scenes faces, such as model Jessica Stam, sound artist and art director Yasmina Dexter, singer and songwriter Kelela, and model and photographer Malick Bodian, illuminate rich photographs and videos with beauty and self-confidence.
Photo by Tyler Mitchell, courtesy of Ferragamo and Uffizi Gallery, Florence.
The campaign spotlights Ferragamo’s latest women’s and men’s Fall Winter collection, a shimmering, autumn-hued array of draped, metallic minidresses, flowing fur coats, velvety suits, patent leather handbags, and jeweled footwear, energized by the enduring beat of the Italian Renaissance. Treasures by Botticelli, Veronese, and Bellini are in conversation with stagings of 21st-century creativity, presenting fashion, art, and humanity in divine progress.
Photo by Tyler Mitchell, courtesy of Ferragamo and Uffizi Gallery, Florence.
