Italian Luxury House Ferragamo’s New Campaign Brings Florence to Life

This season, Italian luxury house Ferragamo returns to its Florentine roots with Ferragamo in Florence, a campaign for their new collection that draws inspiration from Florence’s history and pairs the brand’s craftsmanship with the city’s iconic architecture and lively piazzas.

Shot by renowned photographer Juergen Teller, the campaign captures the synergy between Florence and Ferragamo’s identity, using landmarks like the Palazzo Spini Feroni—Salvatore Ferragamo’s 13th-century headquarters—and the Loggia dei Lanzi as a dynamic backdrop. “Ferragamo and Florence speak the same language,” explains Creative Director Maximilian Davis, who envisioned the campaign as a visual wander through Florence rather than a staged photoshoot.

From the sculpture garden at Loggia dei Lanzi to a cozy nearby café, the campaign celebrates the blend of modernity and heritage. This relaxed yet refined approach integrates Ferragamo’s classics—the Fiamma crossbody bag, reversible belts, and Vara bow flats—into Florence’s landscape, elevating the collection without overpowering it.

Davis and Teller sought to create a campaign that feels intimate and authentic, showcasing Ferragamo pieces in real-life settings. “We thought about how and where for quite a long time, and it ended up making a lot of sense for me,” Teller shares. Ferragamo invited “friends of the house” to star in the campaign, including Brazilian model Raquel Zimmermann, English art director Peter Saville, model Lina Zhang, and scholar and creative consultant Maïa Tellit Hawad. “I am interested in seeing real people in Florence, and how they wear Ferragamo,” Davis adds.

The campaign highlights Ferragamo’s ability to adapt its heritage to the present, creating pieces that resonate with luxury while remaining versatile for everyday wear. Styles like the Hug bag and Gancini loafers appear organic and accessible yet retain an air of elegance. The collection embraces opulent textures and rich, earthy tones such as deep burgundy, mahogany, and plum, evoking Florence’s old-world charm. Structured silhouettes, like high-waisted trousers, sleek fur coats, and layered tops, offer sophistication balanced with practicality. Statement textures—scales of sequins and fur accents—add depth and dimension to the pieces.

The collection is now available at Ferragamo’s flagship store in Downtown Katameya Mall and their store in First Mall. It’s also available at dstore’s flagship stores for luxury offerings, and online at dstoreegypt.com.