At the glamorous Ferragamo event held at Lavan on West 25th Street in Chelsea, the Italian luxury brand showcased its latest campaign and accessory offerings for Fall 2023. Although creative director Maximilian Davis couldn’t attend, his vision for Ferragamo’s accessories and advertisements was in full display.
In a nod to the brand’s deep-rooted connection to Florence, Davis drew inspiration from the Uffizi Gallery, an iconic institution in the city. By using Renaissance Era artworks as stunning backdrops, models adorned in Ferragamo’s clothing and accessories embodied Davis’s vision for the 96-year-old brand, which remains primarily under the control of the Ferragamo family.
The event in New York transformed these masterpieces into large tapestries suspended from the ceiling. Each tapestry highlighted a unique accessory, from exquisite bags and shoes to elegant watches and Davis’s inaugural eyewear collection. Guests had the opportunity to try on many of these items, effectively immersing themselves in Ferragamo’s new campaign, which showcases the updated logo introduced in 2022 by renowned British designer Peter Saville, known for his work on Joy Division’s iconic «Unknown Pleasures» album cover.
Ferragamo’s eyewear partner, Marchon, was also present, inviting guests like playwright and actor Jeremy O’Harris, model Reign Judge, actress Lily Chee, Vanessa Hong of The Haute Pursuit, and models Yasmin Wijnaldum and Indira Scott, along with internet sensation Tanner Reese, to try on their eyewear. They could admire themselves in brand mirrors and capture moments in front of the tapestry backdrop, effectively promoting the eyewear category.
Thomas Burkhardt, President of Marchon Eyewear, shared his thoughts on the modern eyewear collection, marking a fresh direction for the brand. «Davis’s vision for Ferragamo has propelled the brand into a new dimension, reinterpreting classic styles with a modern twist. This is evident in the Fall/Winter 2023 eyewear collection, the first fully designed by Davis. These frames are bold yet wearable, incorporating the new Ferragamo logo and the evolution of the iconic Gancini detail,» Burkhardt explained. He also noted that sleek, dynamic lines and bold, squared profiles are on-trend for Fall/Winter, with red and green frames and tinted lenses adding a pop of color.
Lavan, known for its cutting-edge multimedia capabilities, provided the perfect setting to showcase digital campaigns for an immersive experience. The event brilliantly brought Davis’s ad campaign, featuring works from 15th and 16th-century Italian painters like Giovanni Bellini, Paolo Veronese, and Sandro Botticelli, into harmony with today’s diverse creative community. As the guests mingled and enjoyed the sounds of DJ Amrit Tietz, the multi-sensory experience was truly complete.
