Ferragamo Releases New Renaissance Campaign for Fall/Winter 2023
Featuring paintings courtesy of Le Gallerie degli Uffizi, Ferragamo's Fall/Winter 2023 campaign, "Ferragamo’s New Renaissance" celebrates the beauty and history of Florence.
For his sophomore collection's campaign, Ferragamo' creative director Maximillian Davis moves the house forward by looking to the past. The Fall/Winter 2023 campaign, dubbed "Ferragamo's New Renaissance" celebrates the artistry and beauty of Florence — a city that holds much meaning to Ferragamo and the brand's heritage.
Ferragamo's connection to Florence goes back to when founder Salvatore Ferragamo relocated to the Italian city once returning to Italy after spending a few years in the U.S. Since 1927, it would serve as the base where the company was headquartered, at the Palazzo Spini Feroni.
The New Renaissance campaign juxtaposes the past and the present by featuring famous artwork from the 15th and 16th centuries in the setting. In partnership with the Uffizi Gallery — a Florentine museum that has served as a symbol of creative inspiration and fresh ideas for the house of Ferragamo throughout the years — in the backdrop are paintings such as Giorgio Vasari’s Portrait of Alessandro de Medici (1534), Botticelli's The Annunciation of San Martino alla Scala (1481), and Piero della Francesca's Diptych of Federico da Montefeltro and Battista Sforza (1467-1472).
Other featured artworks include Alesso Baldovinetti's Annunciation (1457), Giovanni Bellini's Holy Allegory (1490-1500), Paolo Veronese's Annunciation (1570-75), Francesco Granacci's Joseph Going to Prison (1515), and Botticelli's Portrait of a Man with a Medal of Cosimo the Elder (1475).
Photographed by Tyler Mitchell, Davis cast a unique variety of creatives to star in the campaign, furthering Davis' vision of engaging with the artistic community in a modern fashion. Besides notable models Anok Yai, Vittoria Ceretti, Lina Zhang, Jessica Stam, and Mona Tougaard, among others, other campaign stars include creative consultant and strategist Zainab Jama, singer and songwriter Kelela, and sound artist Yasmina Dexter. Mitchell himself makes a guest appearance too in a few of the campaign images.
"The Renaissance is hardwired into Florence, and Florence is hardwired into Ferragamo,” Davis explains. “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."
