Ferragamo celebrates the arrival of the new season by returning to its Florence roots and fusing its rich heritage with the season’s concept. Renowned for his contemporary viewpoint, Juergen Teller’s lens captures this tour of Florence.
Maximilian Davis says, “There is a sense of connection to the directness of his work.” “During these times, people seek authenticity, and I am interested in seeing real people in Florence, and how they wear Ferragamo.”
The runway collection is reinterpreted with the modern world in mind, and it is shown against the backdrop of Florence’s history. From the 13th-century Palazzo Spini Feroni, which became Ferragamo’s headquarters in the 1930s, to neighborhood piazzas and the sculpture garden at Loggia dei Lanzi, this collection honors the fusion of modernity and tradition, the commonplace and the remarkable.
“Ferragamo and Florence share the same history, so I wanted to go back to the very beginning of the story,” Davis explains. “We took three days to tour the city together. It was enjoyable and felt liberating, as though we had all just taken a journey. We would occasionally pause to purchase ice cream.”
In addition to Peter Saville, a longtime Ferragamo customer who recently updated the brand, and friends of the house like muse Lina Zhang and researcher Maïa Tellit Hawad, Raquel Zimmermann, who personifies a modern Renaissance beauty, stars in this piece.
This collective reflects the brand’s multigenerational character and goes beyond conventional fashion bounds. “At Ferragamo, it’s always a community, a family,” Davis explains. Carefully selected locales enhance this portrayal of the family’s Florentine journey, giving the impression of a real Florentine experience.
“We gave the where and how a lot of care, and I’m proud of what we accomplished for Ferragamo in Florence. For me, that makes a great deal of sense,” says Juergen Teller.
