Western Roots: Ferragamo Launches its Pre-Fall 2023 Campaign

Since first taking the helm at Ferragamo late last year, Creative Director Maximillian Davis retains our undivided attention.

Sculpting a modern identity for the Tuscan house whilst simultaneously respecting its heritage, the ‘new Ferragamo’ comes with a notable sense of grit and adventure, courtesy of its long-standing ties to the American Western. Since Salvatore Ferragamo first crafted the cowboy boots featured in the 1923 movie The Covered Wagon, the brand has continued to romanticise the rodeo aesthetic through its use of denim, gingham prints, and buckled accessories. 

The brand’s Pre-Fall 2023 campaign is no exception. Shot by American photographer Tyler Mitchell, the campaign comes at a moment when minimalist silhouettes and subtle refinement are once again reigning supreme. But Davis succeeds in reassuring us that elegance need not eclipse a sense of spirit and individualism. “I want to explore what contemporary essentials are, from denim to evening wear. To take classic pieces in the everyday wardrobe and twist or subvert them with textures and materials that make them feel more modern, more playful and more unexpected,” expresses the designer. 

The Pre-Fall Ferragamo wardrobe offers a broad array of options: a bustier dress crafted from gold foiled eel skin practically screams old-school glitz and exoticism, meanwhile a new iteration of the signature Rainbow platform sees Davis put his own stamp on one of Salvatore Ferragamo’s most iconic outputs. Also given a seasonal update is the famed Wanda handbag, its leather tactfully airbrushed by hand for a bold ombre effect. 

Ferragamo’s Pre-Fall 2023 campaign is a marriage of modern identity and heritage aesthetic, as Davis continues to reconcile fashion’s conflicting sensibilities in a way that responds to trends yet equally endures them.

Image credit: Ferragamo

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