Ferragamo Pre-Fall 2025 Chapter 2 "L'Avventura" Ad Campaign

Review of Ferragamo Pre-Fall 2025 Chapter 2 “L’Avventura” Ad Campaign by Creative Director Ferdinando Verdi and Director Alice Rohrwacher with model Angelina Kendall

Ferragamo’s Pre-Fall 2025 campaign, directed by Alice Rohrwacher with creative direction from Ferdinando Verderi, continues the brand’s slow-release narrative—but this chapter, L’Avventura, does more than pick up where L’Appuntamento left off. It deepens Ferragamo’s evolving language of cinematic storytelling, not just through its clever nods to Cinecittà and Hollywood fantasy, but by revisiting the meta-theatricality first glimpsed in earlier campaigns like its Florence Uffizi takeover. The idea isn’t just to show fashion—it’s to let us feel like we’re inside the production itself.

Shot on a soundstage made to mimic a Mediterranean beach—with painted backdrops, boom mics, and nostalgic tinting—the campaign walks a line between illusion and intention. It’s a film set where the artifice is part of the art. That transparency is key: we’re not just watching a scene unfold, we’re invited behind the curtain. It’s a technique that gives the viewer a sense of insider access, enriching the emotional texture of the storytelling while grounding it in craft.

The styling leans into 1960s sensuality—belted swimsuits, raffia accessories, oversized sunglasses—while the color grading and props subtly nod to mid-century Italian cinema. But make no mistake: this is also a product-driven campaign. Shoes and bags are foregrounded without being isolated, integrated into the mise-en-scène in a way that feels both thoughtful and strategic.

This isn’t just Ferragamo playing with narrative—it’s Ferragamo refining its voice. By bringing us closer to the process, the brand doesn’t just show us summer—it makes us feel like we’re part of its direction. A campaign staged for the viewer, but designed for the insider.