Deep Dive: Ferragamo’s Re-brand
With the latest show in Milan, the brand debuted their re-brand with a soft launch of them dropping Salvatore and becoming Ferragamo on Instagram 4 days before the show. The industry was already in speculation of a new Ferragamo unveiling in Milan and they did not disappoint.
Newly appointed Maximilian Davis’ first show was set in a sea of red, it somehow felt like a coming of age for the traditional house and signified a new era for their new designer. This new direction is led by the same man who put Tisci in Givenchy and Philo in Celine. With this new appointment, his task of breathing fresh air into the Florentine brand has taken its first steps.
The collection was unlike the previous ones from the brand yet still kept with the traditions that the house codes abide by. Strutting down chic 3 piece looks to dyed hooded silk dresses over pants, Davis has managed to meld his vision and the house’s codes into a new direction for Ferragamo. He also incorporated invisible elements like innovative fabrications, like heat changing fabrics which was featured in one of his full red patent-esque looks. With his other fabrics dyed to mimic the look of the heat changing fabric after it has been activated.
With this successful first show, the brand has also recently rolled out an early preorder for this collection. It was a strategic move on their end to test the actual response of the consumer market after the good reviews they have received from industry insiders. Aside from the rebranding of an iconic fashion house, the fact that a young and black designer was chosen to be at the helm was hopefully another step forward for the fashion industry. We had hoped that following Virgil’s appointment, it would catalyse the industry towards a more inclusive higher ranks.
With this brand new image, we look forward to seeing what the combined vision of Maximilian Davis and Ferragamo will bring to the runway.
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