MILAN — Ferragamo’s hyperlink with the town of Florence and the humanities comes full circle within the fall 2023 advert marketing campaign conceived by inventive director Maximilian David for the Italian luxurious model.
As a part of a partnership with the Uffizi Gallery — the Florentine museum full of masterpieces together with “The Start of Venus” by Botticelli and “The Ognissanti Madonna” by Giotto — Ferragamo’s fall marketing campaign, lensed by New York-based photographer Tyler Mitchell, is ready towards Renaissance artworks from the fifteenth and Sixteenth centuries, all hanging on the partitions of the Sixteenth-century rooms of Uffizi.
These embody Giorgio Vasari’s “Portrait of Alessandro de Medici” serving as a backdrop to mannequin Vittoria Ceretti clad in a mannish pantsuit and thigh-high boots, Francesco Granacci’s “Joseph Going to Jail” behind mannequin Lina Zhang in a fuzzy overcoat bearing a leopard sample, and Piero della Francesca’s “Diptych of Federico da Montefeltro and Battista Sforza” contrasting with the navy blue males’s swimsuit sported by Taemin Park.
Ferragamo’s fall 2023 advert marketing campaign.
Tyler Mitchell/Courtesy of Ferragamo
Different artworks embody Botticelli’s “Portrait of a Man with a Medal of Cosimo the Elder” and “The Annunciation of San Martino alla Scala,” in addition to Paolo Veronese’s “Annunciation.”
Along with fashions, which embody Anok Yai, Jessica Stam, Mona Tougaard and Paul Hameline, amongst others, Davis forged a variety of inventive varieties for the marketing campaign, equivalent to inventive advisor and strategist Zainab Jama; singer and songwriter Kelela, and sound artist Yasmina Dexter.
In different photos of the marketing campaign, Davis and Mitchell sought to recreate the artist’s bottega, or workshop in English, bringing to life tableaux vivant that showcase the method of picture making from behind the scenes. Mitchell makes a cameo look in these pictures, seen from the again whereas capturing an image.
“The Renaissance is hardwired into Florence, and Florence is hardwired into Ferragamo. Presently of a brand new starting on the home, it made good sense to reclaim the cradle of the Renaissance as our non secular house, and to harness the deep, creative spirit of this metropolis to showcase the brand new assortment,” Davis stated.
Ferragamo’s fall 2023 advert marketing campaign.
Tyler Mitchell/Courtesy of Ferragamo
To make certain, Ferragamo’s hyperlink with the town of Florence was cemented when founder Salvatore Ferragamo returned to Italy after spending time within the U.S. and constructing his repute because the “shoemaker to the celebrities.” Initially from the outskirts of Avellino, in Italy’s Southern area of Campania, Ferragamo relocated to Florence, the place his namesake firm has been headquartered since 1927 on the Palazzo Spini Feroni.
Through the years the corporate, publicly listed on the Milan Bourse, has contributed to a number of restoration tasks. In 2020 it pledged greater than 1 million euros to fund the restoration of a collection of huge sculptures adorning the town’s iconic Piazza della Signoria, whereas a yr earlier it made a 1.5-million-euro donation to revive the Fountain of Neptune sitting on the coronary heart of the exact same sq..
Earlier donations have been allotted to the restoration of allegorical statues on Ponte Santa Trinità in 1996; the Column of Justice in Piazza Santa Trinita in 1998, and the eight rooms within the Uffizi Gallery in 2015.
Ferragamo’s fall 2023 advert marketing campaign.
Tyler Mitchell/Courtesy of Ferragamo
