Hollywood has always been a part of Ferragamo’s DNA. It was in California that Salvatore Ferragamo earned his reputation as the “shoemaker to the stars,” designing footwear for cinematic legends such as Joan Crawford, Judy Garland, Marilyn Monroe, and contributing to the costume design of Cecil B. DeMille’s renown Westerns.
For Pre-Fall 2025, the house returns to those cinematic beginnings, this time from an Italian perspective.
In collaboration with renowned filmmaker Alice Rohrwacher, Ferragamo presents a three-part campaign film shot at the iconic Cinecittà Studios in Rome. “We wanted to tell a very Italian story, but through the lens of Hollywood cinema,” says creative director Maximilian Davis.
“Alice has a sharp point of view, a sense of humor and charm. She brings history into the present, and that’s exactly what we’re aiming to do.”
Staged behind the scenes of a fictional film production, the campaign elevates Ferragamo’s accessories as its stars, celebrating the artistry of both fashion and filmmaking, and the timeless craftsmanship that unites them.
CHAPTER ONE: L’APPUNTAMENTO
A moment suspended in glamour. Channeling the allure of silver screen sirens, Angelina Kendall is caught mid-transformation: her makeup being gently applied, her Gancini slingbacks polished, her handbag retrieved just as the clapperboard snaps.
“When you look into the archive, the pumps are some of Ferragamo’s most iconic pieces,” Davis notes. “We wanted to present them as part of a star’s creation, with playfulness and a wink toward tradition.”
CHAPTER TWO: L’AVVENTURA
With the arrival of high summer, the scene shifts to natural textures and artisanal touches: cork-heeled sandals trimmed in raffia, woven Gancini totes, effortless men’s mules.
The backdrop unfolds like a stage trick, rolling waves made from leftover fabric, crafted entirely by hand. “Salvatore’s approach to material innovation was visionary,” Davis explains. “This chapter is about reimagining beauty with what you have. That spirit of invention is key to both our heritage and this campaign.”
CHAPTER THREE: DOPPIO SOGNO
As fall approaches, a dreamlike scene emerges: Kendall, along with her illusionary twin, cycles through the golden Tuscan hills. She wears Vara-buckled heeled loafers and carries the new Soft Bag, its buttery leather delicately pleated and held by a Gancini piercing.
“This part is more sensual, we’re focusing on rich textures like croc-printed patent, soft bouclé knits, and ultra-pliable leathers,” says Davis.
“A woman on a bicycle, in a dress and a pump, to us, that’s modern elegance, redefined through an Italian gaze.”
