Ferragamo Pre-Fall 2024 Ad Campaign

Review of Ferragamo Pre-Fall 2024 Ad Campaign by Creative Director Ferdinando Verderi with Photographer Harley Weir and models Awar Odhiang, Aymeline Valade, and Luca Lemaire

Timelines cross into a summer daydream in Ferragamo’s new Pre-Fall 2024 campaign, captured by photographer Harley Weir with creative direction by Ferdinando Verderi.

Drawing on the campaign’s clever set design, the imagery captures the new intersection of historical heritage and contemporary luxury at the heart of creative director Maximilian Davis’ vision for the house. The models pose against a backdrop of Italian sculptures rendered as sand castles for a smart synthesis of classic elegance and summertime ease. Against this backdrop, the collection’s soft lines and sky-blue color moments evoke a deep atmosphere of tranquil sophistication.

Also notable is the reintroduction of the brand’s historic Venna logo motif, which was first introduced in the 1920s. “Ferragamo and Venna collaborated to create artwork that wasn’t to do with product: it was just about making really good imagery – and that collaboration made me particularly interested in that period, when Italians were using art as a rebellious form of expression,” explains Davis.

Sand is a frequent symbol to capture the passing of time, but here Ferragamo has shaken up the hourglass for a lush and languorous manifesto of the house’s mastery of intersecting historical timelines that always feel luxuriously modern.