Ferragamo Fuses Heritage with Modernity in Florence

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By: Nahla Zayed
To celebrate the new season, Ferragamo returns home to Florence, locating the vision for the season within the context of its past. The reality of the city – of lives lived against its historical backdrop – is experienced through the lens of Juergen Teller, an artist renowned for his unique perspective on modernity. “There is a sense of connection to the directness of his work,”
explains Maximilian Davis. “During the time we’re in, that’s what people are looking for – and I
am interested in seeing real people in Florence, and how they wear Ferragamo.”

The runway collection is dissected and reassembled to reflect that spirit: a wardrobe created to exist within the world today. Key pieces, including the iconic Hug bag, reversible belts, Ganciniloafers, Fiamma crossbody bag, and Vara bow ballet flats, embody Ferragamo’s distinctive blend of heritage and modernity. These carefully crafted pieces can now be found at
Ferragamo’s flagship location in Egypt at Downtown Katameya Mall, as well as at the First Mall store,flagship stores for luxury offerings at dstore locations, and online at www.dstoreegypt.com.

Exploring the city from the Palazzo Spini Feroni – the 13th-century building which Salvatore Ferragamo transformed into the brand’s headquarters in the 1930s – to the local piazza outside; the sculpture garden at the Loggia dei Lanzi – home to world-renowned Renaissance masterpieces – to the Caffè opposite, this is a celebration of simultaneous realities: of modernity
and heritage, of the ordinary and extraordinary.

“Ferragamo and Florence speak the same language, they share the same history, so I wanted to go back to the very beginning of thestory,” explains Davis. “Over three days, we explored the city together. It felt free, like we’d all just gone on a trip – and it was fun. Sometimes we’d stop and get an ice cream.” The iconic Raquel Zimmermann – a contemporary version of the Renaissance beauty archetype – takes center stage in the story. She appears alongside the likes of Peter Saville – who has long been a Ferragamo client and who recently oversaw the modernization of the house’s logo – and friends of the house including muse Lina Zhang and scholar and creative consultant Maïa Tellit Hawad. It is a collective that extends beyond fashion’s ordinary contexts, and who directly relate to the multi-generational nature of the brand. “At Ferragamo, it’s always a community, a family,” says Davis. Here is a depiction of that family’s Florentine tour. Acknowledge the locations as intentionally selected to create a real Florentine experience.

“We thought about it for quite a long time of how and where and I am very proud of what we did for Ferragamo in Florence. It makes a lot of sense for me,” says Juergen Teller.