As the new season arrives, Ferragamo marks the occasion with a fresh campaign that puts the spotlight squarely on its hometown of Florence. With its rich history and timeless charm, the Italian city provides the perfect backdrop for the fashion house’s latest creative endeavor.
Ferragamo in Florence Campaign
Photographer Juergen Teller captures the essence of Ferragamo’s latest collection. The house’s creative director, Maximilian Davis, was drawn to Teller’s straightforward approach, which he believes resonates with people’s desire for authenticity.
Davis explains, “During the time we’re in, that’s what people are looking for—and I am interested in seeing real people in Florence and how they wear Ferragamo.”
The campaign features model Tim Schuhmacher and Peter Saville, a longtime friend and collaborator who helped redesign the iconic Ferragamo logo. Together, they embody the brand’s spirit of community and family.
They’re clad in Ferragamo’s latest must-haves as they explore the city’s picturesque streets.
The locales become characters in the campaign, with Teller snapping scenes at Galleria Romanelli and Piazza Santa Trinita. The former, a historic sculpture workshop in the San Frediano district, adds a touch of old-world charm, while the latter, with its medieval stone facade, exudes a sense of timeless elegance.
As the campaign comes full circle, Ferragamo’s efforts nod to the city that inspires it—celebrating the beauty, history, and creativity that make Florence and the Italian brand truly unforgettable.
