Maximilian Davis' Ferragamo Debut Hits Stores

by SHOWstudio on 4 November 2022

The Italian brand's new creative director unveils the first drop of the S/S 23 collection with a campaign by Jackie Nickerson.

The Italian brand's new creative director unveils the first drop of the S/S 23 collection with a campaign by Jackie Nickerson.

In September, the 27-year-old London-based designer Maximilian Davis made the most anticipated of the many debuts of the S/S 23 season. Hitting the Milanese soil running, the celebrated young talent showed his first collection as the newly-appointed creative director of Salvatore Ferragamo. One of Davis' first moves pre-show had been to abbreviate the heritage brand's full name to something more palatable and modern: FERRAGAMO. The collection of 65 looks followed suit, thrusting FERRAGAMO into a new chapter.

FERRAGAMO S/S 23

Davis told editors backstage that he was focused on bringing a new, vibrant energy to the house, looking at FERRAGAMO's old Hollywood past as a shoe-maker to craft something for the Hollywood of today. Inspirred by Marilyn Monroe's four-inch sparkling red Salvatore Ferragamo stilettos, Davis told us that he wanted to 'Take these embellishments and make them feel modern in the everyday wardrobe', sprinkled across dresses, trousers and accessories.

The resulting collection was designed with both his mother and sister in mind, the same approach he says he takes with his ultra-sexy namesake label, to present a multi-generational offering. A hot-red satin skirt suit from the new capsule, also available in a sand coloured suede, is the perfect example.

Focusing firmly on tailoring and evening wear, with a splash of swimwear, Davis took feminine fabrics like bonded crêpe and applied them to men's suiting, also feeding the sparkling crystals from Monroe's shoes onto three transparent draped closing gowns which drifted across the red sand runway as the Milan rain beat down, creating a rather beautiful mirage as music thumped from huge speakers dotted around the colonnade where the show was held. A sparkling transparent top and trousers are a must-have from today's capsule collection.

The collection is sharply defined by its beige, crisp white, black and red colour palette, together with a focus on accessories which are a pillar in the brand's heritage. The newly imagined Top handle bag and Wanda bags which hang on shoulders in both miniature and supersized versions, dominate the new campaign for the collection's first drop, and looks are finished with curved heels and Uomo slippers.

Released as a capsule of men's and women's ready-to-wear and accessories, the striking images by renowned photographer Jackie Nickerson were shot against the rolling hills and industrial background of Milan where FERRAGAMO is based today. Actress Zendaya was the first to wear Davis' Ferragamo on the red carpet less than a month after the show, styled by Law Roach in a heat-sensitive burnt orange co-ord. Clearly, it's only up from here.

There's also an immersive, 3D multiverse gallery which customers can experience online. The virtual space mirrors the set design of the S/S 23 runway show, with a white catwalk sprinkled with marble dust. In The World of Ferragamo, visitors can explore the collection through four rooms dedicated to shoe, handbags, womenswear and menswear, creating personal mood boards along the way.

Explore

Live Review

Live Review: FERRAGAMO S/S 23

24 September 2022
Live from Milan, features editor Hetty Mahlich reviews the FERRAGAMO S/S 23 collection.
Live Panel Discussion

Panel Discussion: Unravelling Maximilian Davis' FERRAGAMO Debut For S/S 23

25 September 2022
Industry specialists and fashion lovers alike gather to weigh in their thoughts on Maximilian Davis' FERRAGAMO S/S 23 debut in a discussion chaired by Nathalie Khan featuring panellists Lisa Ing, V de Talleyrand-Perigord, Joshua Graham and Toni Blaze.
Video

TikTok: Maximilian Davis' FERRAGAMO Debut in 90 Seconds

03 October 2022
Editorial Assistant Joshua Graham recaps everything you missed from Maximilian Davis’ debut as FERRAGAMO’s creative director.
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