Salvatore Ferragamo enters a new era as it names Maximilian Davis as its new creative director. For his first order of business at the Italian house, he collaborated with graphic designer Peter Saville to debut a new single-word logo. The classic handwriting evolves into a sans serif typeface, introduced against a dark red background. His vision for Ferragamo is clear—it lies in the tension between heritage and the contemporary.
With Ferragamo’s love affair with Hollywood, it’s not hard to understand why Davis looked to filmdom for his first runway collection for the fashion brand. “I wanted to pay tribute to Salvatore’s start by bringing in the culture of Hollywood—but new Hollywood. Its ease and sensuality; its sunset and sunrise,” said Maximilian Davis. Thus, the collection has no lack of crystal embellishment, slim tailoring, harness detailing, and alluring sandal footwear.
Anchoring the collection is the Wanda bag, reimagined by Davis. Named after Mr Ferragamo’s wife who was the keeper of the family business, the bag’s ’80s boxy silhouette reveals a juxtaposition of minimalism and futurism. The high-shine treatment comes with a play on lines and proportions, whilst the Gancio buckles make the design unmistakably Ferragamo. The first drop of the Wanda bag offers multiple sizes and colourways, including timeless black and standout ombré.
Visit ferragamo.com to find out more.
