As June approaches, now is the perfect time to elevate your summer wardrobe before embarking on a tropical getaway.
Under the creative direction of Maximilan Davis and lensed by Harley Weir, Ferragamo has recently unveiled its Pre-Fall 2024 campaign, just in time for summer. The campaign paints a captivating vision of a summer daydream set against the backdrop of colossal Italian sculptures rendered into sandcastles.
The Italian fashion house has presented a line of summer wardrobe staples that will take you through the hot blazing afternoon and cool breezy evening. Models are pictured reclining against the sandcastles, donning silk pyjamas and tropical kaftan dresses, capturing the versatility of the brand’s Pre-Fall collection. Davis expresses, “I wanted it to have an ease, but also an energy, which women can relate to.”
While the collection stays true to Ferragamo’s contemporary aesthetic, traces of the house’s rich history are subtly woven throughout. The brand has revived its previous collaboration with artist Lucio Venna, along with the material that shaped the brand’s early designs. Leather-lined woven shoppers, cut-out totes and mules are fashioned in Raffia and embroidered with Lucio Venna’s original artwork from the 1920s. Davis elaborate on the rationale behind this decision, “Ferragamo and Venna collaborated to create artwork that wasn’t to do with 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.”
Other standout pieces from the lineup includes the iconic Ferragamo Ballerina Flats which features elongated proportions and enlarged hardware for an added touch of cheekiness. Meanwhile, the Ferragamo Hug Bag, a symbol of the house’s creativity and craftsmanship, now boasts a woven handle.
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