FERRAGAMO’s new creative director, Maximilian Davis, changed the long-standing brand name Salvatore Ferragamo to FERRAGAMO before releasing the first fashion show, and the iconic British designer Peter Saville redesigned the font logo to give the brand a modern visual identity.
The 2023 spring/summer collection takes Hollywood-style Renaissance as its main theme. Davis explained, “I want to pay tribute to Salvatore with Hollywood culture – this refers to the new Hollywood, celebrating its unique lightness and sensuality, cleverly depicting sunsets and sunrises.” The concept of this collection is to trace back to the brand’s classics and reinterpret them from a contemporary perspective. The fashion show was specially held at the former site of the 17th-century Archbishop’s Palace in Milan, one of the oldest theological colleges in the world, with the venue floor covered in red sandstone, continuing the momentum of the new logo.
The brand’s iconic color tone this season is the brand new Pantone red, which runs through the collection. In addition, colors are extracted from artist Rachel Harrison’s Sunset Series for gradient prints and hand-dyed knits; from light white to deep indigo, from creamy yellow to sky blue, perfectly capturing the enchanting colors of sunsets and sunrises.
The new collection is more modern than ever, with sleeker lines, incorporating plenty of cut-outs and irregular cuts for a unique and edgy look, injecting a youthful energy. Shiny leather, form-fitting cuts, and ultra-short shorts showcase a laid-back yet vibrant fashion charm; sheer fabrics, silk, and layers of transparent chiffon create an effortlessly sexy allure; everyday essentials like tank tops, turtlenecks, and skinny pants can also be found, highlighting unique designs within simplicity; flowing maxi skirts and evening gowns exude a carefree sense of style.
Accessories are also one of the highlights. Launched for the first time in 1988, The Wanda bag, named after Salvatore’s wife, brings a reinterpretation. The geometric single-shoulder bag is minimalist and modern, while another hollow handbag, made of polished leather, is lined with vibrant canvas for contrast, cleverly echoing the sculptural wave-like shape of the jewelry, making it eye-catching. The new high-heeled Gancini-shaped heels are classic yet playful.
