Ferragamo in Florence: A Celebration of Heritage and Modernity
- Nada Armanious
Luxury Italian Fashion House Ferragamo has unveiled its latest campaign, Ferragamo in Florence, celebrating the brand’s heritage and an exciting new season. This visionary campaign, set against the rich historical backdrop of Florence, is brought to life through the lens of renowned photographer Juergen Teller, known for his distinct perspective on modernity. Creative Director Maximilian Davis shares, “There’s a sense of connection to the directness of [Teller’s] work… In today’s world, that’s what people are seeking – I’m captivated by real people in Florence and how they wear Ferragamo.”
Crafted to embody authenticity and modern wearability, the collection presents a wardrobe designed for life in the present. The campaign invites viewers on a journey through Florence, beginning at Palazzo Spini Feroni, the 13th-century landmark that Salvatore Ferragamo transformed into the brand’s headquarters in the 1930s. From the local piazzas and the sculpture garden at Loggia dei Lanzi to a charming café nearby, each location weaves Florence’s essence into the narrative.
At the heart of the story is the iconic Raquel Zimmermann, joined by figures like Peter Saville—a close friend of the House and the creative behind its recent logo redesign—as well as muse Lina Zhang and scholar and creative consultant Maïa Tellit Hawad. Together, they reflect the unique fusion of heritage and contemporary allure that defines Ferragamo in Florence.
The collection epitomizes sophistication, offering a range of luxurious pieces designed for those who seek exclusivity and a timeless wardrobe. Key highlights include the Hug bag, reversible belts, iconic Gancini loafers, the Fiamma crossbody bag, and the classic Vara bow ballet flats.
This exclusive collection is available at Ferragamo’s flagship store in Cairo, Downtown Katameya, as well as First Mall. You can also explore the collection at flagship stores to luxury offerings, dstore, locations and online at www.dstoreegypt.com.