Ferragamo Plays With The Sands of Time
Creative director Maximilian Davis taps photographer Harley Weir to capture Ferragamo's pre-fall 24 campaign that pays homage to the brand's rich history.
Creative director Maximilian Davis taps photographer Harley Weir to capture Ferragamo's pre-fall 24 campaign that pays homage to the brand's rich history.
In a captivating blend of fantasy and reality, Ferragamo unveils their Pre-Fall 2024 collection through the lens of acclaimed photographer Harley Weir, showcasing the creative vision of Maximilian Davis for the esteemed fashion house. The creative collaboration breathes new life into the brand's legacy while embracing the allure of summer.
‘We wanted to play with the idea of fantasy and reality,’ explains Davis, ‘and Harley is someone who can express something that is both very real and very magical.’
In a celebration of Italian art, models are sprawled across sandcastles shaped like marble busts. Donning Davies’ louche pre-fall collection, the campaign serves as the ultimate summer wardrobe inspiration. ‘I wanted it to have an ease, but also an energy, which women can relate to,’ he continues.
Weir’s imagery masterfully captures the contemporary language of Ferragamo that Davies ushered in when he joined in 2022. Still, while looking firmly to the future, both creatives aren’t afraid of referencing the past and pulling from the brand’s rich history.
Raffia, a signature material from Ferragamo's early designs, is reimagined into leather-lined woven shoppers and cut-out totes, paying homage to the brand's heritage. Embroidered with Lucio Venna's original artwork from the late 1920s, everyday pieces are elevated with a touch of historical charm.
