Monday July 22nd, 2024

Italian Luxury House Ferragamo Unveils Pre-Fall 2024 Collection

Maximilian Davis, the creative force behind the house, orchestrates a dance between fantasy and reality against a backdrop of Italian sculptures.

Scene Styled

Italy’s Ferragamo drops its Pre-Fall 2024 collection through a lens of summertime allure. The collection was designed based on the seamless transition from sunlit beach days to sultry summer nights, offering women and men an effortless yet energetic wardrobe.

Maximilian Davis, the creative force behind the house, orchestrates a dance between fantasy and reality against a backdrop of Italian sculptures reimagined as sandcastles. “We wanted to play with the idea of fantasy and reality,” Davis tells Scene Styled.  “Harley Weir is someone who can express something that is both very real and very magical.” From buttery-soft leather bags to impeccably tailored garments and statement-making accessories, Ferragamo is all about attention to detail and a chic aesthetic, “I wanted it to have an ease, but also an energy, which women can relate to.”

Rooted in Ferragamo's contemporary language, the collection pays homage to the brand's history with nods to iconic elements like raffia, reimagined in leather-lined woven shoppers and cut-out totes. Lucio Venna's original artwork from the 1920s graces the embroidered pieces, infusing everyday wear with the brand's heritage. “In terms of technique, combining high and low is what Ferragamo is about,” Davis continues. “Ferragamo and Venna collaborated to create artwork that wasn’t to do with the product: it was just about making really good imagery – and that collaboration made me particularly interested in that period, when Italians were using art as a rebellious form of expression.”

The Ferragamo Pre-Fall 2024 collection recognizes Italian artistry, while still appreciating modern luxury and giving it a chance to shine through the timeless elegance. Signature Ferragamo pieces receive contemporary updates, such as the elongated ‘New vara plate’ ballerina flats with enlarged hardware, and the iconic Hug bag adorned with an artfully woven handle. Louche pyjama tailoring and tropical kaftan dresses exude the carefreeness of summer, while gorgeous, artisanal craftsmanship and organic gold hardware anchor them in the Ferragamo universe.

This modern appeal connects the Italian luxury house to Cairo’s people, along with the pieces’ clean lines and sumptuous materials defining the collection. These pieces move with you.

The campaign, directed by Ferdinando Verderi and photographed by Harley Weir, juxtaposes timeless elegance with modern sensibilities, presenting Ferragamo's signature blend of Italian craftsmanship and luxury. With Aymeline Valade, Awar Odhiang, and Luca Lemaire as the talents, the collection embodies summer through fashion.

“It’s about looking at the wardrobe and feeling it identifiable.”