"We wanted to play with the idea of fantasy and reality," explains Davis, "and Harley is someone who can express something real and magical." Against a backdrop of Italian sculptures rendered as sandcastles, a summer wardrobe reveals itself: pieces that can seamlessly adapt between long days and evenings spent on the beach. "I wanted it to have an ease, but also an energy, which women can relate to," he continues.
While the collection remains rooted in Ferragamo's contemporary language, the house's history appears interwoven. Raffia, a staple of Ferragamo's early designs, is translated into leather-lined woven shoppers and cut-out totes, and it is also applied to the uppers of mules.
"In terms of technique, combining high and low is what Ferragamo is about," explains Davis – and, embroidered with Lucio Venna's original artwork for the house from the late 1920s, every day appears elevated by incorporating the brand's history. "Ferragamo and Venna collaborated to create artwork that wasn't to do with the product: it was just about making really good imagery – and that collaboration made me particularly interested in that period when Italians were using art as a rebellious form of expression," explains Davis.
The iconic Ferragamo ballerina is also given new life by adjusting its proportions: its elongated last and toe suggest a slightly subversive elegance, and its enlarged hardware offers a minimalist yet playful touch. The Ferragamo Hug bag - the quintessence of Ferragamo's enduring legacy of craftsmanship and creativity - remains omnipresent but now exists with an artfully woven handle; louche pajama tailoring and tropical kaftan dresses are imbued with carefreeness, while the exacting nature of their fabrication and construction, alongside details like organic gold hardware, invites them into the Ferragamo universe. "It's about looking at the wardrobe," concludes Davis. "About it feeling identifiable and exploring the elements and signifiers we've developed throughout my time here in a fresh, new way." This is summer, as Ferragamo sees it.
Ferragamo Refresh Store Concept
The new Ferragamo store has been carefully designed to integrate excellence and innovation. An architectural portal of travertine embraces the signature expanses of transparency together with the illuminated brand logos. The design of the interior mixes different materials, such as travertine, walnut, precious plasters, boucle fabrics, and a selection of elevated bronze, espresso, and ivory silk hand-tufted rugs.
Modern and sophisticated, the refined interior features highlight essential forms and contemporary details, offering a perfect backdrop for the beautiful displays of the different categories, from iconic shoes, belts, bags, and small leather accessories to the latest ready-to-wear collections for men and women.
Ferragamo Boutique is located at The Mall, NuStar Cebu.
Campaign concept and creative direction: Ferdinando Verderi
Photographer (main images) and video direction: Harley Weir
Photographer (collateral images): Luna Conte
Styling: Lotta Volkova
Cast: Aymeline Valade, Awar Odhiang, Luca Lemaire
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