Ferragamo Spring 2025 Ad Campaign

Review of Ferragamo Spring 2025 Ad Campaign by Creative Director Maximilian Davis and Photographer Juergen Teller with models Claudia Campana, Liu Wen, Naoki Sumiya, Diogo Gomes

Ferragamo explores a stylish tension of historic grandeur and present-day nonchalance with its Spring 2025 campaign. The campaign features creative direction from Ferdinando Verderi, and was lensed by photographer Juergen Teller.

The imagery is captured against the picturesque backdrop of Villa Mangiacane in Tuscany – a palpably historic setting that takes on an irreverent contemporary identity through Teller’s lens. “We wanted to show the DNA of Ferragamo in a real and immediate moment,” creative director Maximilian Davis explained. “It’s about showing the elegant classicism of the brand, but making it a little more perverse, a little more playful.”

Under Teller’s irreverent lens, Davis’ modernist silhouettes exude a sculptural tension against the villa’s Renaissance frescoes, 14th-century architecture, and serene gardens. Bright red patent kitten heels pop against an ornate armchair. Leather jackets bring a self-assured cool that both defies and leans into the historic elegance of a carved marble staircase.

Love it or hate it, Juergen Teller’s photographic style – as well as his approach to video, which takes the same perspective – is unique among fashion photographers and instantly recognizable. When it comes to Ferragamo, his spontaneous, amateur-iPhone-photographer-esque style brings a particularly strong sense of contrast. This is a brand known for drawing on a historic Florentine sensibility and cinematic glamor, but much of Maximilian Davis’ tenure has been about bringing a modernist twist to this heritage. The partnership thus feels symbolic and fitting, provoking reflection on the way historic style endures into the present day.