Ferragamo unveils The Joy of Loving, its new Christmas campaign starring Kris Jenner, in which Maximilian Davis brings together fashion, elegance and the Italian house’s heritage.
Ferragamo has unveiled its new Holiday 2026 campaign with an unexpected star: Kris Jenner. The businesswoman and one of the most influential figures in the Kardashian-Jenner universe becomes the face of The Joy of Loving, a campaign celebrating Italian elegance through fashion, luxury accessories and personal relationships. Under the creative direction of Maximilian Davis, the fashion house creates a visual world where contemporary sophistication meets its rich heritage.
Directed by Clara Cullen, photographed by Ilya Lipkin and styled by Miyako Bellizzi, the campaign embraces a cinematic aesthetic that transforms the presentation of the Christmas collection into a fashion production. In it, Kris Jenner plays a film director organising a series of screen tests, introducing different personalities from the creative industry. The concept revisits Ferragamo’s close relationship with cinema, turning each image into a statement of style.
The choice of Jenner strengthens the dialogue between traditional luxury and contemporary culture. Her presence brings a high-profile dimension to a campaign that nevertheless remains focused on Ferragamo’s defining aesthetic codes: timeless elegance, craftsmanship and attention to detail.
The inspiration behind The Joy of Loving comes from the legacy of Salvatore Ferragamo, the house’s founder, and his wife Wanda Ferragamo, who continued developing the brand throughout the 1960s. This family history becomes the starting point for a collection exploring how certain fashion pieces can acquire sentimental value and remain part of a wardrobe for generations.
For Maximilian Davis, the relationship between garments and the people who wear them is an essential part of his creative vision. The campaign therefore brings together individuals who share genuine personal connections, translating those relationships into the visual language of fashion.
Alongside Kris Jenner, the campaign features model Paloma Elsesser and her brother Sage, musical trio The Womack Sisters, band Bar Italia, model and stylist Ch’lita, actress Joan Chen and her daughter Audrey Hui, and Nancy Banks alongside her son Benny Buckley. Creative Sofia Testino completes the cast with her dog Syko.
Beyond its famous faces, the true essence of the campaign lies in the Ferragamo Holiday 2026 accessories collection, where some of the house’s most recognisable designs take centre stage.
Among the standout pieces are the Ferragamo Hug Bag and Ferragamo Cara Bag, two designs that reflect the evolution of the house’s aesthetic language under Davis’s direction. Their clean lines and sophisticated character embody a vision of luxury centred on distinctive, enduring designs.
The footwear collection features satin pumps embellished with crystals and Gancini detailing, one of Ferragamo’s most iconic signatures. The classic Vara ballet flats also return, a women’s wardrobe staple that remains relevant thanks to its timeless design, alongside gold stiletto sandals featuring decorative details.
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