Ferragamo returns to Florence in the new collection

The reality of the city – the lives that unfold against that history – is seen through the lens of Juergen Teller, an artist known for his unique perspective on modernity. “I felt a connection to the authenticity of his work,” explains Maximilian Davis. “In this day and age, that’s what people are looking for – and I wanted to see real people in Florence, and how they wear Ferragamo.”

The collection has been “dissected” and “reassembled” to meet the current trends. From Palazzo Spini Feroni – the 13th-century building that was the headquarters of the Salvatore Ferragamo brand in the 1930s – to the vibrant square outside, from the Loggia dei Lanzi sculpture garden with its world-famous Renaissance masterpieces to the cafe opposite, we explore the city, where modernity and heritage, simplicity and magic coexist and blend. “Ferragamo and Florence speak the same language, they share the same history, so I wanted to capture. “We went back to the beginning of the story,” Davis explains. “For three days, we explored the city together. It felt free, like we were traveling—and it was fun. Sometimes we stopped and got ice cream.”

Iconic model Raquel Zimmermann—a contemporary embodiment of classic Renaissance beauty—is at the center of the story, alongside notable figures such as Peter Saville—a longtime Ferragamo client who recently modernized the house’s logo—and friends of the brand, including muse Lina Zhang and scholar and creative consultant Maïa Tellit Hawad. It’s a group that transcends the conventions of fashion, and who are the heirs to the house’s long-standing legacy. “At Ferragamo, we’ve always been a community, a family,” Davis says. This is their journey through Florence.

The locations were carefully chosen to truly capture the spirit of the city. “We thought long and hard about how and where to go, and I am very proud of what we have done for Ferragamo in Florence. It couldn’t be more beautiful.” - Juergen Teller