As soon as 27-year-old designer Maximilian Davis took over Ferragamo, the brand that was probably your grandmother’s favourite was back in the spotlight. Davis’ vision has already established a distinct language of luxury and desire. Davis has reinvented the brand and created bold, modern designs to appeal to a younger audience while preserving its house codes.

With the launch of its most recent advertising campaign, Ferragamo showcases some of the hottest and sensual looks from its Spring-Summer 23 collection, shot by Rafael Pavarotti. The collection provides a modern take on traditional Ferragamo design elements, combining the classic Italian aesthetic with contemporary silhouettes and details. The red background offers a perfect canvas to showcase the new collection’s timeless elegance and modern design, and the degradé colours and cut-out details bring a new sense of sophistication and elegance.

Through a diverse cast of personalities, Ferragamo’s attitude and independence are reflected, with a clear vision of the house: grounded in its history but oriented towards the future.

Rand Al-Hadethi is an art, culture, and fashion writer who approaches all her creative endeavours with a penchant for storytelling. She explores the intersection of fashion, culture, and society and sheds light on talent and cultural movements across the Middle East and the world. Rand also publishes a bi-monthly themed substack newsletter called WebWeaver™. To reach Rand, email her at or follow her on social media @rundoozz.