“Reenergizing the DNA” is the mission and determination of Maximilian Davis, Ferragamo’ new creative director who has just made his debut at the Florentine house.
The 27-year-old British designer’s imprint on the fashion house, which celebrates its 95th birthday this year, is already clearly visible, with the ditching of its founder’s name – it is now simply called Ferragamo – and the introduction of a new logo, accompanied by an “A new Chapter” announced by a post on its Instagram account.
And, on the runway? “I wanted to pay tribute to Salvatore’s start by bringing in the culture of Hollywood – but new Hollywood. Its sensuality and simplicity, its sunsets and auroras”, Maximilian Davis explained in the show notes.
Davis thus delved into the house’s rich archives, to revitalize the brand’s DNA through his new lenses. “It was about looking at the archives and establishing what could be redefined to become relevant for today… I’m developing new fabrications and introducing new silhouettes to the brand, and trying to understand what the younger client needs to make it a success”.
The result? A combination of effortless sex appeal and elegance, embodied in sophisticated tailoring and a sensual color palette.
For men, he proposed silhouettes of extreme elegance, most of which are in monochrome colors (beige, black, white, red). Fluidity and lightness were at the center of his attention, underlined by a play of transparency and by a few nods to the clothes of Antiquity (some drapes evoking togas).
And for women: effortless knits wide-woven to reveal the skin beneath, 100% red looks, discreetly sparkling looks dotted with crystals and references to the red sandals created by Salvatore Ferragamo in 1959 for Marilyn Monroe.