The Italian house unveils ‘La Prima Impressione‘, a cinematic Spring/Summer 2026 campaign with Christy Turlington at its emotional core.
For the Spring/Summer 2026 season, Ferragamo reinforces its historic bond with cinema through ‘La Prima Impressione‘, a campaign conceived as an audiovisual narrative. Directed by award-winning filmmaker Antoneta Alamat Kusijanović, the project unfolds across seven chapters set in a villa in the Italian countryside, where fashion becomes part of an intimate story about family, first impressions and generational dynamics.
At the centre of the project is Christy Turlington, who takes on the role of matriarch and quiet figure orchestrating the emotional harmony of the household. The story revolves around the arrival of a new partner into the family circle, exploring glances, tensions and gestures that shape emerging relationships. Creative Director Maximilian Davis revisits the house’s Hollywood heritage, recalling Salvatore Ferragamo’s connection to the film industry and reactivating that dialogue from a contemporary perspective.
The wardrobe translates this legacy into modern design: the S-heel mule reinterprets the house’s historic archive, while the Vara bow stiletto reaffirms an iconic code. The Hug bag, fluid printed silk dresses and artisanal details complete a collection that understands fashion as lived experience.
More than a campaign, Ferragamo SS26 offers a reflection on identity, heritage and style — a statement in which cinema, family and fashion converge with understated sophistication.
-380x380.webp)
-380x380.webp)
