20/08/2025
Lifestyle
Published in Unique Estates Life Magazine Winter 2024.
The world-renowned photographer Juergen Teller transforms Ferragamo's new campaign into an exciting journey through the brand's most iconic locations in Florence.
Text: Krasi Genova
Photography: FERRAGAMO
To celebrate the new season, Ferragamo returns to its home in Florence, presenting its Fall/Winter 2024/2025 vision with a narrative rooted in its past. The reality of the city and the very specific destinies unfolding within it are captured through the lens of photographer Juergen Teller. "There’s a sense of connection in the directness of his work. In the time we live in, people are looking for just that. I’m interested in seeing real people in Florence and how they wear Ferragamo," says Maximilian Davis, Creative Director of the fashion brand. He and CEO Marco Gobbetti welcomed guests to the Spring/Summer 2025 fashion show at Portrait Milano hotel. The runway show for the upcoming season coincided with the current campaign, titled "Three Days in Florence." The images were arranged throughout the open gallery on the second floor of Portrait Milano in an impressive exhibition evoking the spirit of the New Renaissance and Florence. This is yet another address connected to the brand. The former Archbishops' Seminary, a masterpiece of Lombard Baroque from 1565, is among the oldest seminaries in the world. After extensive restoration, it has been transformed into Portrait Milano, part of the Ferragamo family through the luxury hotel chain Lungarno Collection.
The photographs evoke an Italian film noir. This combination of irony, realism, and sincerity led the fashion house to choose Juergen Teller to capture the essence of Florence in the Salvatore Ferragamo campaign. Supermodels Raquel Zimmermann and Lina Zhang, Somali activist and former model Waris Dirie, French academic Maya Telit Hawad, German model Tim Schumacher, and music industry icon Peter Saville embody the spirit of the New Renaissance. Under Teller's lens, Florence becomes a cinematic backdrop, uniting Hollywood and Florence, which mean so much to Ferragamo. Born in 1898 in Bonito, a small town in Southern Italy, Salvatore Ferragamo emigrated to the USA and became famous in Hollywood. But it was Florence, the city he discovered in 1927, that won his heart forever. There, he found the most authentic essence of Italian culture, art, and craftsmanship.
Piazza della Signoria, the heart of Florence, played a crucial role in Salvatore Ferragamo's decision to establish his brand in the city. Returning to Italy from Hollywood in 1927, he experienced a moment of "enlightenment" near Palazzo Vecchio. "As I walked on that sweet summer night, I found myself alone in Piazza della Signoria and became convinced that I had found the answer I was looking for." This pivotal moment solidified Florence's role in Ferragamo's history as the ideal city. The piazza also serves as a gateway to exploring the city's dynamic life. Just a few steps away is the historic Caffè Rivoire, long a meeting place for intellectuals and artists. Its elegant atmosphere and rich history symbolize Florence's vibrant spirit and its connection to culture and art. With its exceptional collection of Renaissance sculptures, La Loggia dei Lanzi enriches the campaign's backdrop. This open-air sculpture garden bridges the modern and the ancient, merging contemporary creativity with the city's historical masterpieces.
Palazzo Spini Feroni on the famous Via Tornabuoni has long become an emblem of Ferragamo. Initially, Salvatore Ferragamo rented part of the palazzo, which also housed galleries with works by artists like Giorgio de Chirico and Filippo de Pisis, and later purchased the entire building. It became a hub of innovation and art, reflecting the old Renaissance workshops. Today, Palazzo Spini Feroni is a central point in Juergen Teller's work through the brand's Renaissance spirit, with its frescoed rooms, once used to welcome clients, serving as a stunning backdrop for Ferragamo's creations.
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