Ferragamo Enters a New Renaissance for its Fall/Winter 2023 Campaign
Ferragamo partners with the Uffizi Gallery for its Fall/Winter 2023 campaign titled, "Ferragamo’s New Renaissance," photographed by Tyler Mitchell.
For the campaign of his sophomore collection as the creative director of Ferragamo, Maximillian Davis moves the fashion house forward by taking inspiration from the past. Titled "Ferragamo's New Renaissance," the Fall/Winter 2023 campaign celebrates the artistry and beauty of Florence — a city that holds much significance to the heritage of Ferragamo.
Ferragamo's connection to Florence dates back to when founder Salvatore Ferragamo relocated to the Italian city once returning to Italy after spending a few years in the U.S. Since 1927, it would serve as the base where the company would be headquartered at the Palazzo Spini Feroni.
The New Renaissance campaign finds the balance between past and present by featuring famous artwork from the 15th and 16th centuries in the setting. In partnership with the Uffizi Gallery — a Florentine museum that has served as a symbol of creative inspiration and fresh ideas for the House of Ferragamo throughout the years — in the backdrop are paintings such as Giorgio Vasari’s Portrait of Alessandro de Medici (1534), Botticelli's The Annunciation of San Martino alla Scala (1481), and Piero della Francesca's Diptych of Federico da Montefeltro and Battista Sforza (1467-1472).
Other featured artworks include Alesso Baldovinetti's Annunciation (1457), Giovanni Bellini's Holy Allegory (1490-1500), Paolo Veronese's Annunciation (1570-75), Francesco Granacci's Joseph Going to Prison (1515), and Botticelli's Portrait of a Man with a Medal of Cosimo the Elder (1475).
Lensed by Tyler Mitchell, Davis cast a unique range of creatives to star in the campaign, furthering Davis' vision of engaging with the artistic community in a modern fashion. Beyond models Anok Yai, Vittoria Ceretti, Lina Zhang, Jessica Stam, and Mona Tougaard, among others, other campaign stars included creative consultant and strategist Zainab Jama, singer and songwriter Kelela, and sound artist Yasmina Dexter. Mitchell himself also made a guest appearance in a couple of the campaign images.
"The Renaissance is hardwired into Florence, and Florence is hardwired into Ferragamo,” Davis said in a statement. “At this time of a new beginning at the house, it made perfect sense to reclaim the cradle of the Renaissance as our spiritual home, and to harness the deep, artistic spirit of this city to showcase the new collection."
