Ferragamo’s story began simply enough, in the small village of Bonito where Salvatore Ferragamo was born. Since those humble begins, the brand has undergone many iterations of change, evolving and rebirthing many times throughout its nearly 100-year legacy.
The brand’s very first transformation dates back to the Italian Renaissance when Mr. Ferragamo himself embraced his Italian heritage and showcased his roots throughout the world by partnering with Hollywood A-Listers and talent. Following that period in brand history, Ferragamo returned to Italy, landing in Florence, where its headquarters remain to this day. Since then, innovation has been at the forefront of Ferragamo’s DNA, and no matter the changes set forth, the power of creativity continues to prevail.
“The Renaissance is hardwired into Florence, and Florence is hardwired into Ferragamo. 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.” – Maximilian Davis
FERRAGAMO NEW RENAISSANCE
These days, a new Ferragamo renaissance, has begun, and for the brand’s Fall 2023 campaign, the rich history and tradition of the Ferragamo name are celebrated. Partnering with Florence’s famed Uffizi Gallery, pieces from Creative Director Maximilian Davis’ new collection are showcased using some of the most famous works of art from the 15th and 16th centuries. Creating a dialogue between the past and the present, these historical works of art are the backdrop for new bags (and more), creating a unique juxtaposition between classic and modern.
New from the House this season, the Hug bag is one of the standout bags featured throughout, combining Ferragamo’s iconic craft with modern sensibility and style. First seen on the runway, the Hug bag is showcased in two different silhouettes, a top handle, and a pouch version. Discover the new campaign below and shop Ferragamo’s New Renaissance now via Ferragamo.
