The Unfolding of a New Dawn: Ferragamo SS23 Campaign

The new SS23 campaign reflects Ferragamo’s latest era of luxury.

Creative Director Maximilian Davis’ designs for Spring-Summer 2023 are captured in a boldly sensual light in Ferragamo’s new campaign, A New Dawn. The campaign, which chooses a dramatic backdrop of Ferragamo’s signature vibrant red, was shot by photographer Rafael Pavarotti. 




Drawing upon the house’s new language of luxury – distinctly modern, sophisticated and fetishisticaly desireable – the campaign also focuses on offering razor sharp sensuality, and elegant ease with a clear contemporary touch. Sculptural accessories meet sensual footwear in a range of pieces featuring a bag with sharp cut-out detailing and the geometric Elina sandal, while high-shine Wanda handbags work alongside the sunset degradé color palette. 

The collection is brought to life by a diverse cast of personalities; each bringing their own unique perspective in reference to Ferragamo’s attitude and independence. Photographed with clear intentionality, the campaign brings to life a new dawn for the house, one that is deeply rooted in its Italian heritage, but with eyes towards the future.

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