Ferragamo Pre-Fall 2025 Ad Campaign

Review of Ferragamo Pre-Fall 2025 Ad Campaign ‘Chapter 1 – L’Appuntamento’ by Creative Director Ferdinando Verderi with Director Alice Rohrwacher with model Angelina Kendal

For Pre-Fall 2025, Ferragamo revisits the silver screen with a nod both nostalgic and newly self-aware. Directed by Italian filmmaker Alice Rohrwacher and staged at Rome’s legendary Cinecittà studios, the campaign reanimates the brand’s cinematic heritage with a playful wink. In L’Appuntamento, the first in a three-part film series, Creative Director Maximilian Davis channels the house’s deep-rooted ties to Hollywood through an Italian lens—layering elegance with irony, glamour with gentle satire. The result is not a glossy façade of stardom, but a portrait of the preparations behind it.

Angelina Kendall stars as an actress caught between touch-ups and takes: her face powdered, her Ferragamo slingback shined, her purse retrieved in one deliberate gesture before the clapperboard snaps. It’s a moment suspended between performance and persona—cinematic not for its spectacle, but for its stillness. Set designer Emita Frigato constructs a dreamlike studio-within-a-studio, while Lotta Volkova’s styling flirts with archetype: the starlet in process, composed yet still forming. The campaign deliberately foregrounds objects—the Gancini pumps, the bag—as protagonists, casting accessories as cinematic icons in their own right.

Ferragamo’s approach here is smartly self-referential. Rather than recreating Hollywood glamour in full gloss, L’Appuntamento pulls back the curtain, allowing the audience to observe the act of becoming. Rohrwacher brings her signature tone—poetic, precise, and slightly offbeat—to fashion storytelling, grounding the campaign in character and mood rather than overt aspiration. It’s a fresh move for Davis, who balances reverence for Ferragamo’s legacy with a lightly ironic distance, never letting the imagery tip too far into nostalgia.

If there’s room for further momentum, it lies in pacing. As a first chapter, L’Appuntamento sets a strong tone, but the campaign’s full resonance may rely on what follows. For now, it reads as an elegant prologue: thoughtful, well-cast, and rich with promise—though viewers may need to stay tuned to feel the full arc.

With L’Appuntamento, Ferragamo steps back into the spotlight not to relive its Hollywood past, but to reframe it—scene by scene, shoe by shoe. In the hands of Rohrwacher and Davis, the elegance is intact, but it arrives with a knowing smile—and just enough powder in the air to remind us we’re watching a transformation in progress.