Review of Ferragamo Spring 2023 Ad Campaign by Creative Director Maximilian Davis with Photographer Rafael Pavarotti with models Abas Abdirazaq De Witt, Aniyel Majok, Ashley Radjarame, Chol Mabior, Colin Jones, Dongha Kim, Kai Newman, Matteo Ferri, Mila Van Eeten, Mona Tougaard, Silas Lutz, Vittoria Ceretti, and Yoonmi Sun
Ferragamo confidently signals the total arrival of its new dawn with a new Spring 2023 campaign shot by photographer Rafael Pavarotti.
Pavarotti’s photographic approach makes vibrant use of color and contrast, a visual style that he excellently puts to work in communicating Ferragamo’s new vision under the creative direction of Maximilian Davis. The photographer captures his models in solo and group compositions against an abstract interior space of all-over signature Ferragamo red where occasional pillars and geometric shapes subtly recall the architecture of the house’s Italian home and history.
Against this dramatic backdrop, the new codes of the house appear in sharp focus: elegant ease and contemporary clarity, sensuality realized with linear precision. Colors and construction like the sunset gradients, high-shine handbags, sculptural forms, and precise cutouts create an imposingly elegant visual interplay among the deceptively simple space.
The accompanying video lights the space with strobing lights set to a bass-heavy beat, bringing a surprising yet welcome club-like energy to the statuesque elegance of the photographs, while close-up shots allow for a fuller look at the details of the collection.
Stripping things down to what is essential about the brand’s new direction but taking it in with a visually rich and energetic perspective, the campaign sees Ferragamo nod to its own history while continuing confidently forward into the future.
Ferragamo Creative Director | Maximilian Davis
Photographer | Rafael Pavarotti
Art Director | Edward Quarmby
Models | Abas Abdirazaq De Witt, Aniyel Majok, Ashley Radjarame, Chol Mabior, Colin Jones, Dongha Kim, Kai Newman, Matteo Ferri, Mila Van Eeten, Mona Tougaard, Silas Lutz, Vittoria Ceretti, Yoonmi Sun
Stylist | Mavi Staiano
Hair | Virginie Pinto Moreira
Makeup | Thom Walker
Casting Director | Mischa Notcutt