Tuscany: Ferragamo launches its SS25 campaign at Villa Mangiacane, showcasing models in relaxed elegance amidst Renaissance architecture. Designer Maximilian Davis fuses the brand’s rich heritage with contemporary styles, featuring reimagined ballet flats and sculptural sandals, signalling a refreshed direction for the iconic label.
Ferragamo has unveiled its Spring/Summer 2025 (SS25) campaign, merging the brand’s rich heritage with a contemporary vision led by designer Maximilian Davis. The campaign was set against the picturesque backdrop of Villa Mangiacane in Tuscany, skilfully photographed by Juergen Teller, whose lens captured the villa adorned with Renaissance frescoes and 14th-century architecture. The initiative aims to present the elegant classicism of Ferragamo in a manner that feels both modern and playful.
The SS25 campaign showcases a selection of models including Liu Wen, Claudia Campana, Diego Gomez, and Naoki Sumiya. The models move freely across the villa’s estate, embodying the relaxed aesthetic that characterises the current collection. This season features sculptural sandals and a reimagined version of the ballet flats, complete with silk ribbons that gracefully spiral up the ankle, enhancing the overall ambience of the campaign.
In a harmonious blend of past and present, the collection also includes patent red shoes with modest heels, drawing inspiration from Ferragamo’s extensive archive, which complement the setting alongside an antique sofa. The Gancini coat, featuring interwoven details, shines on the pavement. Liu Wen and Claudia Campana sport soft napa leather bags and cotton variations of the Hug bag, further reflecting a modern take on classic styles. This direction aligns seamlessly with Ferragamo, a brand that honours its roots while crafting a new narrative for the future.
The SS25 collection follows a brand refresh initiated in 2022, marked by the introduction of a refined logo designed by Peter Saville, signalling a new phase for Ferragamo. The latest campaign underscores a balanced synthesis of craftsmanship, heritage, and contemporary design, laying the groundwork for forthcoming innovations.
Maša Georgijev Ili? detailed the campaign in her piece for WANNABE MAGAZINE, highlighting the brand’s intentional blend of traditional elements with modern sensibilities that cater to a diverse and evolving audience.
Source: Noah Wire Services
