The Ferragamo story is inexorably interwoven with Hollywood: the place where Salvatore Ferragamo first made his name as “shoemaker to the stars” and went on to create footwear for icons from Joan Crawford to Judy Garland, dressing Cecil B. DeMille’s Westerns and Marilyn Monroe’s comedies.
For Pre-Fall 2025, the house returns to its roots, reflecting that relationship through the lens of renowned Italian filmmaker Alice Rohrwacher in a three-chapter film shot at iconic Italian studio Cinecittà, which will be released throughout the season. “We wanted to create a story that felt very Italian but was based around Hollywood cinema,” explains Ferragamo creative director Maximilian Davis. “Alice has a very strong point of view, as well as a sense of humor and charm to her work. She can take a specific time and make it feel modern – and that’s exactly what we want to do.”
Casting the product as protagonist, Rohrwacher lifts the curtain on the behind-the-scenes machinations and manual production techniques of the Golden Age, celebrating the craft of filmmaking as well as that which forms the accessories playing starring roles.
Chapter 1 – L’Appuntamento
Drawing on the timeless elegance of silver screen sirens, Angelina Kendall is caught in a moment of preparation for her on-set appearance: her face being powdered, her Gancini slingback being polished; her purse being grabbed as the clapperboard is struck and she makes her way in front of the lens. “When you look into the archive, the pumps are some of the most iconic Ferragamo creations,” explains Davis. “And so, we wanted to present them as part of the making of the movie star: a playful, almost ironic way of presenting elegance.”
Chapter 2 – L’Avventura
As high summer comes into focus, so too do the stars of the season: spherical cork-heeled sandals with raffia trim; handcrafted woven Gancini totes; slip-on menswear mules. Starring natural materials which pay tribute to the innovation Salvatore Ferragamo pioneered, the chapter zooms out to reveal a filmmaking technique that uses scraps of fabric to present the illusion of rolling waves. “Salvatore’s ideas of using the materials around you to innovate is so interesting to me,” explains Davis. “This scene is all about innovation and craft and so using that to create the very setting of the scene felt perfect.”
Chapter 3 – Doppio Sogno
As we transition to Fall, Angelina Kendall – and her illusory twin, conjured through mirroring techniques – embarks on a bicycle ride against the rolling backdrop of the Tuscan countryside, wearing Vara buckled high heel loafers and clutching the new Soft Bag, whose supple leather is pleated by a Gancini piercing. “It becomes a bit more sensual in terms of the buttery soft leathers, patent printed croc and knitted dresses with bouclé finishes: it’s all about textures,” continues Davis. “And a woman, riding her bike in a dress and a pump, is showing modern elegance in an Italian way: this is the Ferragamo woman as we see her today.”
Ferragamo
Shop G124-125. G/F
