Ferragamo's New Hollywood by Maximilian Davis
"I went through the archive and chose what could be redefined to become relevant in the present," explains the Maison's new creative director.
Following the appointment of Maximilian Davis as the new creative director, Salvatore Ferragamo starts its creative refresh that starts from the logo. The character is simplified and only the historical surname of the company is kept, leaving an elegant version on a red background, the central color also for the setting of the collection. An expanse of red sand occupies the entire courtyard of the Portrait Milano Hotel, the former Archiepiscopal Seminary of Milan now owned by the Ferragamo family.
"The sand evokes Ferragamo, Hollywood, and the ocean, but also myself and my DNA. It evokes the meaning of the sea in Caribbean culture: a place to reflect and feel at one with what surrounds you. I wanted to show this perspective through the lens of Ferragamo," explains Davis who for the first debut collection brings to the catwalk a contemporary celebration of the brand's heritage. "I wanted to pay homage to the beginning of Salvatore's journey by bringing Hollywood culture scene, of the new Hollywood. Its sensuality and its simplicity, its sunsets and its dawns," says Davis for his first debut collection at Ferragamo. For the new era, a male and female wardrobe is unveiled consisting of trench coats, long leather vests, leather jackets with a utilitarian aesthetic, and a vest with unstructured armholes and a tailored cut.
Davis brings an apparent simplicity to the catwalk with looks that pay homage to Florentine drapery via transparent dresses and sweaters of liquid silk and layers of organza, supported by suede sandals derived from the Renaissance aesthetic.
Davis's version of Hollywood is also made of shiny leathers, tight silhouettes, ultra-feminine and light dresses, asymmetrical tops, and garments studded with crystals that recall the sparkle of the red shoes created by Ferragamo in 1959 for Marilyn Monroe. And then hints of contemporaneity for everyday wear: red tank tops, polo shirts, leggings, and nylon raincoats. In addition to red, the collection's color palette is sampled from Rachel Harrison's photographic series Sunset which is also reflected in the degradé prints and hand-dyed knitwear.
