Ferragamo Spring 2024 Ad Campaign

Review of Ferragamo Spring 2024 Ad Campaign by Creative Director Maximilian Davis with Photographer Vanina Sorrenti with models Natalia Vodianova and Luca Lemaire

Ferragamo evokes introspective elegance with its Spring 2024 campaign. The imagery was lensed by photographer Vanina Sorrenti with creative direction by Ferdinando Verderi.

The house’s Spring 2024 collection saw creative director Maximilian Davis subtly infuse sartorial references drawn from his Caribbean heritage into his vision of timeless Florentine elegance, which took shape as thoughtfully expressive details like cascading linens or vibrant color moments of green and azure.

This luxurious intersection of aquatic serenity and Italian luxury subtly threads its way through the campaign imagery as well. The scenes feel deceptively simple: models Natalia Vodianova and Luca Lemaire lounge in airy interiors where parquet floors and sunlight filtering through curtains create a mood of intimate refinement. Cleverly utilized set design details echo the colors and textural motifs of the collection, creating an introspective world that seems to exist within the heart of Ferragamo itself.

My heritage, my background and my upbringing has always revolved around the influence and presence of women in my life. And Vanina’s work is about seeing women in their natural surroundings, where they feel most at ease. Her gaze, and their comfort, is very powerful – and I want to make sure that the women who I work with and the women who I dress feel that way, too.”
– Maximilian Davis, Ferragamo Creative Director

The accompanying short film intertwines moving versions of these intimate portraits with sweeping drone shots of Florence’s picturesque Arno river at dusk, drawing evocative parallels between the collection’s thoughtful detailing and the city’s architectural majesty.

Ferragamo’s previous collections and campaigns under the creative direction of Maximilian Davis have taken the house’s signature red as their primary color motif, so it feels instantly notable that this collection, and its accompanying campaign, opt for the cool tones of green and blue. Yet Davis has seamlessly woven this new chromatic investigation into his fine-tuned aesthetic for the brand, and the campaign excellently picks up on this sensitive use of color by enveloping us with an atmosphere of serene yet seductive richness.