Ferragamo turns to Italian cinema and the poetry of restraint for its newest campaign.
Directed by Fabien Baron and captured by photographer Craig McDean, Ferragamo’s Fall-Winter 2025 campaign unfolds like a sequence from a lost Italian masterpiece—its characters wandering through rooms of shadow and light, their gestures slow and deliberate, their glances heavy with suggestion.
Starring Mariacarla Boscono, Awar Odhiang, Apolline Rocco Fohrer, and Tim Schuhmacher, the images recall the golden age of Italian cinema—the era of Visconti, Fellini, Antonioni—where every frame seemed to whisper of love and loss, of beauty both fleeting and eternal.
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Creative Director Maximilian Davis continues Ferragamo’s dialogue with history, positioning his work not as mere design but as cinema itself—each garment a story in motion. McDean’s lens lingers on emotion: the sheen of fabric beneath dim light, the deliberate turn of a wrist adorned with supple leather. In this campaign the Ferragamo woman and man exist like film stills.
The collection turned to archival styles that are reconsidered for the modern day: the iconic, bow-bedecked Vara heel, now seen through a fresh perspective, is both elevated and laminated, while in menswear, the meticulously constructed Tramezza shoes offer a contemporary celebration of Ferragamo’s historic savoir-faire.
The new Ferragamo icons—the Hug bag and the Soft bag—appear in new iterations: printed with palms, or filled with fur for a dreamlike, surreal twist on classicism. The staples of the season are also spot lit: the streamlined, futurist graphisms of a sleek wedge wrapped in a single, seamless piece of patent leather; the elegant Italian ease of a silken scarf dress; the alluring insouciance of precisely proportioned tailoring.
Elsewhere, the hand-assembled flower that blooms across the pump, or the poppies that trail from ready-to-wear, directly translate the expressive emotion of the Fall-Winter 2025 campaign. Now, that statement of desire is considered anew: a timeless Ferragamo story for the modern day.
Every element feels deliberate—the streamlined wedge wrapped in seamless patent leather, the precisely proportioned tailoring that suggests both ease and authority. In a world obsessed with constant motion, Ferragamo invites stillness—the kind that lets you hear silk rustle or leather sigh.
In the Philippines, Ferragamo is distributed by Stores Specialists, Inc. (SSI) with boutiques at Greenbelt 4, Rustan’s Makati, and Rustan’s Shangri-La, and online at Trunc.ph and Rustans.com.
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Watch the campaign below:
