The New, Old Ferragamo
Maximilian Davis has mastered the art of restraint. In a world of rapid trend cycles and consumers with short attention spans, the fashion world has been turning more frequently to gimmicks; attention grabbing moments that are increasingly dramatic and bizarre. Davis refuses to partake, instead using his sophomore collection at Ferragamo to expand on the brand’s new vision under his direction.
Photo: Salvatore Dragone via Vogue
This vision includes a return to the brand’s Old Hollywood roots, with a focus on quality and detail that celebrates simplicity. Yet, while the brand is unabashedly embracing its heritage, it is doing so in an updated, fresh way that invites a younger audience to partake.
The words that describe Ferragamo are sexy, elegant, chic.
The looks in this collection set to rest the misconceived notion that simplicity is boring. Throughout the show, Davis remixed shapes from 1950s and Old Hollywood into perfectly minimalistic, contemporary pieces. Even the color palette was minimalistic, mostly done in white, navy, black, and gray, with bright cherry red, banana yellow, and sky blue providing pops of color throughout.
Photo: Salvatore Dragone via Vogue
Plunging but controlled necklines and very short hemlines added just enough sexiness, while puffed up sleeves and cinched waists played with the concept of military uniforms in a delightful way. More than anything, the intelligent design and attention to detail in every moment make the products in this collection feel like they were made by a luxury brand. The brightest shade of red pierced through an intense black from pleats, pockets, and accessories to create a crisp image. Lines were sharp and chic.
Photo: Salvatore Dragone via Vogue
While the collection was minimalistic, there were playful contemporary moments that unequivocally placed the looks in 2023. Business wear with a sporty twist, mini shorts, and tights as pants are examples of these moments.
Photo: Salvatore Dragone via Vogue
Also worth noting are the bags presented in this collection. They are takes on classic Ferragamo designs, with updated and refreshed patterns, shapes, and sizes. Many of the bags were hugely oversized, like day bags.
Under the direction of Maximilian Davis, Ferragamo’s new identity will likely make the brand as popular as Bottega under Daniel Lee. Davis is adamant about Ferragamo’s heritage, and what makes a luxury brand luxurious. As one of the youngest creative directors in the fashion industry, he has his finger on the pulse of a younger generation that many others simply cannot grasp. Funnily enough, by returning to the old, classic values of designer brands, Davis is providing young audiences exactly what they want out of designer clothing; high quality, lasting pieces that feel expensive and chic.