FERRAGAMO’S BREATHTAKING NEW RENAISSANCE CAMPAIGN

Ferragamo announces the new Renaissance campaign, featuring paintings courtesy of Le Gallerie degli Uffizi. A completely new direction, reconnecting the brand to Florence and its tradition of beauty and innovation.

Members of the new Ferragamo extended community are imagined as timeless protagonists of masterpiece paintings from the Italian Renaissance, while a parallel series of images provide insight into the process: Renaissance a symbol of rebirth, an in the making collective effort.

“The Renaissance is hardwired into Florence, and Florence is hardwired into Ferragamo. 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.” 

Maximilian Davis

Just as founder Salvatore collaborated with an artistic community, Davis invited a group of creatives to feature in the pictures including the campaign photographer Tyler Mitchell. The New Renaissance campaign narrates creativity in the making, with a cast of characters portraying models, musicians and creators that inhabit the artwork-based mise en scene, animating them in a contemporary way.

Maximilian Davis is constructing Ferragamo’s future through the skilled hands of its artisans, the study and evolution of its heritage, the harnessing of new creative talents, and the establishment of his own community.  Welcome to Ferragamo’s New Renaissance.

Campaign Concept and Creative Direction: Ferdinando Verderi

Photography: Tyler Mitchell

The Cast: Vittoria Ceretti – Model, Anok Yai – Model, Lina Zhang – Model, Jessica Stam – Model, Mona Tougaard – Model, Paul Hameline – Model, Iván de Pineda – Model, Malick Bodian – Model and Photographer, Taemin Park – Model, Zainab Jama – Creative Consultant and Strategist, Kelela – Singer and Songwriter, Yasmina Dexter – Sound Artist and Art Director, Tyler Mitchell – Photographer and Video Director

Artworks featured: Alesso Baldovinetti, Annunciation (1457), Giovanni Bellini, Holy Allegory (1490-1500), Paolo Veronese, Annunciation (1570-75), Francesco Granacci, Joseph Going to Prison (1515), Giorgio Vasari, Portrait of Alessandro de Medici (1534), Botticelli, Portrait of a Man with a Medal of Cosimo the Elder (1475), Botticelli, The Annunciation of San Martino alla Scala (1481), Piero della Francesca, Diptych of Federico da Montefeltro and Battista Sforza (1467-1472).