Ferragamo’s Unveils a New Renaissance
Innovation, Creativity, and Community are themes in the creation of Ferragamo’s Fall Winter 2023 campaign entitled Ferragamo New Renaissance.
Image: via Ferragamo Tyler Mitchell
The brand stays true to its Florentine Routes, with the portrayal of the city’s Uffizi Gallery's exemplary pieces like Ritratto di Battista Sforza, a portrait oil painting from Italy’s early Renaissance, a time of revived artistic ideals and innovative discovery. These concepts intermingle with pieces from the Italian brand’s Fall/Winter 23 collection through a campaign featuring these legendary art pieces in the backdrop. Ferragamo describes this beautiful interconnection of art and union in a statement on Instagram,
“A vision of beauty and regency that celebrates our timeless bond with Florence, the city where we started this incredible journey of craftsmanship and creativity. The #FeregamoFW23 campaign shares a new perception of community in the making, showing the level of participation and the way people connect and move together to reach uniqueness and self-expression.”
Creative Director Ferdinando Veredi, known for his legendary work with companies like Vogue Italia and Prada is the visionary behind this campaign for Feregammo. This photoshoot brings together creative minds from a variety of spaces into one in a behind-the-scenes style experience. In an opening clip, American model Anok Yai fills the screen with a close-up shot of her face. She stares quizzically and unblinking into the camera dressed in a deep red and metallic ruched dress. Behind her is Giorgio Vasari, a painting from the Uffizi Gallery.
As the video pans out and left, american singer Kelela crosses the screen swiftly and the video pans out to a video of a photoshoot set, featuring the original backdrop, as well as its surrounding blank set and light kits. Gathered around a table are two additional models Vittoria Ceretti and Mona Tougard. Vittoria takes a seat on the edge of the set's long table, dressed more dramatically than others in the photoshoot in a calf-length fiery red fur coat, styled with a black dress, gloves, handbag, and shoes. Mona sits centered in a bright red slouchy sweater styled with a slick back bun and small golden earrings. In her hand, she twists the strap of the various Ferragamo shoes that sit before her on the table while speaking to Vittoria.
Image: via Ferragamo Tyler Mitchell
Actor Paul Hameline sits off to then left seemingly in a world of his own. He wears a white button-down blouse completely open exposing his upper half with contrasting black trousers. Seated to the far right is photographer Tyer Mitchel known for his work with Vogue, Dazed, and other iconic publications. Dressed in a white button-down facing away from the videographer, he is indulged in his craft, capturing pictures of Kelela as she struts past in a stunning black dress featuring a high neck and long sleeves accented by deep pleats with a red inner lining.
The combination of these legendary faces does not come without a purpose. Each person brings a different type of impact to the fashion industry, and together they create what could be considered a masterpiece, in the same way that the Renaissance involved a collaboration of brilliant minds to create something spectacular. The palette of shades of bright red, black, and white is rich in contrast as well as fierce, further emphasizing the unstoppable nature of this powerhouse group.
Image: via Ferragamo Tyler Mitchell
Additional sets are featured in this campaign's collection, featuring varying casts with diverse roles in the fashion industry yet featuring similar set concepts in different color palettes. The beautiful detailing of Renaissance-era art can be seen replicated in Feregammo’s Fall Winter 2023 collection. Model Monu Tougard poses in front of an exquisite Tempera painting by Francesco Gramacci in another of the campaign's images. Detailing of the dress in the painting features deep shadows and well depicted drapes. Mona looks as if she could have stepped out of the painting herself in an ivory full-length dress featuring a soft skirt drape and horizontal drapes against the bust around a long keyhole and wrapped over the upper arm.
Ferragamo is defining this latest collection as a work of art through its blending of Renaissance elements with modern designs worn by brilliant minds. The juxtaposition is setting the stage for a Fall-Winter season of designs that tell a story through a modern Renaissance.
