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Ferragamo unveils its new Fall/Winter 2023 campaign, taking inspiration from the Italian Renaissance and reconnecting with the brand's heritage in Florence. The story of Ferragamo is one of constant evolution and rebirth. From Salvatore Ferragamo's humble beginnings as a shoemaker to the stars, the brand has embraced its Italian heritage while pushing boundaries with daring talent. Salvatore's journey to Hollywood marked the first Renaissance for the brand, where he understood and catered to the desires of the glamorous world of cinema. This transformative collection showcases a fusion of art, craftsmanship, and contemporary design, as creative director Maximilian Davis explores the timeless beauty of masterpieces from the past while embracing the spirit of rebirth and innovation tied to the Italian House.

Salvatore Ferragamo's love for Florence, the Jewel of the Renaissance, played a significant role in his artistic vision. Upon returning to Italy, he chose the city as the birthplace of a new Ferragamo Renaissance. The brand’s headquarters at Palazzo Spini Feroni became a testament to this rich heritage. Collaborating with fellow craftsmen and attracting extraordinary clientele such as Audrey Hepburn, Marilyn Monroe, and Sophia Loren, Salvatore Ferragamo's collections became synonymous with Florence-infused elegance. This creative energy emanated from the heart of the city, with the Uffizi Museum serving as a guiding light for eternal ideas, art, beauty, and creativity. As a result, in a tribute to the brand's deep connection with Florence, Ferragamo has partnered with the Uffizi Museum for its latest campaign.

Just as founder Salvatore collaborated with an artistic community, Maximilian Davis invites a diverse group of creatives to be part of the campaign, including photographer Tyler Mitchell. Davis ingeniously places muses, friends, and members of the creative community amidst iconic works by Bellini, Veronese, and Botticelli. This juxtaposition of past and present, tradition and progress, brings the spirit of the Renaissance and the world of luxury in the 21st century into captivating relief. Sharp tailoring, exquisite suiting, and richly textured fabrics capture the essence of the Renaissance throughout the collection.The Hug bag and archive-inspired gold sandals take centre stage, harmonising effortlessly with the masterpieces in perfect synergy. Besides infusing the collection with the spirit of the Renaissance, Davis creates a captivating dialogue between art and fashion, bridging different eras and celebrating both tradition and the future.

Nur Rezai-Mah

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