Back in 1930 Salvatore Ferragamo purchased the Palazzo Spini Feroni which was quickly claimed as the home of the fashion label. Almost 100 years later Maximilian Davis returns, staging a Fall 2024 campaign showcasing the merge of the past and present, inviting the viewer to sit down and observe the growth of the brand.
Aside from the history lesson of the campaign, we are presented with a small selection of modern tailoring and eveningwear, which was shown earlier this year during the brand’s FW 2024 runway show. It explores the spirit of the 1920s with utilitarian looks, such as striking long coats in black or green contrasting an evening dress or a skirt revealing as the model walked, portraying the liberation after the First World War.
One of the looks shown was a red maroon organza dress paired with a signature high heels covered in ruffled feathers in purple, an odd pairing, but an interesting one nonetheless, especially from a more traditional tailoring-focused brand.
We are also presented with a twist on a traditionally more masculine silhouette - a pea jacket in a grey pistachio colour, with a wider stitching for a refined look, paired with a skirt in the same colour and a shirt, the layering of texture against a more simplistic colour palette brings our focus on the tailoring.
The campaign is rounded off with a similar proposition in the men’s wardrobe - the same cut and style jacket in a light brown tone worn by a model paired with a wine colour vest, a white shirt and tailored barrel trousers in the same colour. Is this Ferragamo’s statement at perhaps tailoring aimed at everyone, rather than gender-specific?
