Ferragamo Pre-Fall 2024 and the Venna Capsule Collection: Fusion of Reinterpreted Classics and Original Art

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Xmag Editorial
  • 25 de April de 2024
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Ferragamo Pre-Fall 2024 presents a fusion of classics reinvented by Maximilian Davis and original art by Lucio Venna.

The Pre-Fall 2024 campaign by Ferragamo, creatively directed by Maximilian Davis and photographed by Harley Weir, showcases a reinterpretation of classics with a touch of fantasy. From Italian sculptures transformed into sandcastles to beach sunsets, the collection transitions between sunny days and cool nights.

Maximilian Davis pays homage to artistic collaborations of the 1920s, particularly to Lucio Venna’s original art for Ferragamo, reinventing the iconic flat ballerina and the Ferragamo Hug bag. The attire, including pajama tailoring and caftan dresses, stands out with its organic gold details.

Courtesy of Ferragamo

Under the creative direction of Ferdinando Verderi and styling by Lotta Volkova, the campaign comes to life with a carefully selected cast. Furthermore, the collection incorporates the brand’s history with accessories featuring the distinctive Venna motif, created by Lucio Venna in the 1920s.

Courtesy of Ferragamo

This capsule, comprising bags, footwear, and versatile cases, blends Ferragamo’s contemporary elegance with its rich artistic heritage.

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