Ferragamo puts the spotlight on its designer Maximilian Davis in a special sale

By

Dominique Muret

Translated by
Cassidy STEPHENS

Published
Nov 4, 2022

Ferragamo wants to emphasize its new creative chapter. In the midst of its relaunch, the Italian label headed for a year by Marco Gobbetti has come up with a special project to mark the debut of its new creative director Maximilian Davis. It will market for a month a selection of the luxury house's pieces from the first collection signed by the young English designer of Afro-Caribbean origin, unveiled last September.
 

The project, named "A new dawn," brings together a dozen looks from spring-summer 2023, mostly women's ready-to-wear, but also men's, which were unveiled during the show at the last Milan Fashion Week, as well as a few men's accessories like bags and shoes and a dozen women's accessories, including mules, Gancini sculptural heel sandals and the revamped Wanda emblem bag.
 
Among the selected clothes are three full red looks made up of a long halter dress, a suit and a turtleneck and glitter pants set, as well as some more sporty pieces including a sweater, top, swimsuit, sporty pants and windbreaker.

"I wanted to pay homage to the beginning of Salvatore Ferragamo's career, putting the scene of Hollywood culture, the New Hollywood, at the center. Its sensuality and simplicity, its sunsets and dawns," summarizes Maximilian Davis in a statement, referring to Marilyn Monroe, one of the Italian shoe manufacturer's first celebrity clients. To accompany this project, a photo campaign was shot in Hollywood and the surrounding area by Jackie Nickerson.
 
For the occasion, Ferragamo created "The World of Ferragamo", an immersive digital experience inviting Internet users to discover this selection of pieces for next summer and to interact with creative content. The pieces will be on sale from November 4 to 30 on the brand's website and in seventeen points of sale around the world, including a selection of the brand's own stores and multi-brand boutiques, from Dubai to Shanghai and Tokyo. Other locations include Miami, Costa Mesa and San Paolo, Milan, Paris on Avenue Montaigne, London on Old Bond Street and New York on Fifth Avenue.