Sleek. Ferragamo Pre-Fall 2023

A century after it’s launch, Ferragamo, the brand, has dropped the Salvatore from its name but nonetheless is looking at Hollywood just as its founder once did – in the hope of expansion, improvement, and scope. Following his quite promising debut in Milan in September, Maximilian Davis presented this first pre-fall collection for the brand in its headquarters there. He said: “There’s an image of LA and Hollywood where you kind of pan away from the city and you see the mountains, so you see the contrast of the mountains with the palm trees. So there was this idea of mixing hot and cold.” There was also the idea of insinuating Western dress into Davis’s Ferragamo mix, literally inspired by Salvatore’s work designing and making the footwear for 1923 silent movie The Covered Wagon. This translated into boots, of course, as well as some handsome denim pieces, some with a flocked, velvet finish which were occasionally translated into reproductions in dyed rib jersey. Davis further ruggedized his cleaner, minimal spring template with shaggy shearlings. Checks were used on viscose cady in scarf-dresses and shirting; along with the pleated minis these pieces were playing to audience demand. His eye for jewel-like embellishments and patches of minimal space landed this season upon polished metal or leather buckles, leather patches on leather skirting, as well as a fearsome gold handbag strap. Several stories from that debut season enjoyed sequel outings here, including the nylon casual outerwear looks and others accented in the fiery red which this designer is working to corral for the house. Eel skin was used to fashion sleek, overtly sensual pieces with a hint of kink that softly squeaked with movement. Davis said that building a VIP clientele, as Salvatore once did, is a key part of his strategy at Ferragamo.

Collage by Edward Kanarecki.
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Luxe. Ferragamo SS23

Maximilian Davis‘ energetic collection for Ferragamo was the best debut we’ve seen this Milan Fashion Week. It was the right balance of luxe and contemporary – something both old and new clients of the brand will appreciate. The 27-year-old, London-based designer seems to be just what this lately conservative, sleepy Italian house needed. The signifying grande geste of Davis’s new beginning included dropping the “Salvatore,” switching from a cursive font to something much more in line with contemporary design consensus, and laying claim to a new house color: a specific tone of arresting red. This was unmissable, dyed into the damp, rain-spattered sand that floored the courtyard and painted on the boards that backdropped the arcaded arches of this 17th-century Milanese seminary venue. The spot is currently being transformed into a hotel by the Ferragamo family’s Lungarno group. The red represented Davis’s own (now on hold) eponymous label, where it had echoed the flag of Trinidad and Tobago and his heritage. It also speaks to the heritage of Ferragamo, one of whose many famous archival shoes is a beaded red pump made for Marilyn Monroe by the founder in the 1950s. How about the clothes? Said Davis, “I’m developing new fabrications and introducing new silhouettes to the brand, and trying to understand what the younger client needs to make it a success.” There was a strong play for top-to-toe color in athletic-inspired bodysuits and technical field jackets and pants for men. One full look in red, a five-pocket pant and turtleneck, was beaded in homage to Monroe’s pumps. Inspired by the founder’s early incarnation as shoemaker to Hollywood, Davis riffed on sunset and sunrise via dégradé, bleeding-print fabrics that were themselves inspired by artist Rachel Harrison’s Sunset Series. Tailoring was presented in chunky, stolid shapes given twist and movement through the addition of sash details or the removal of sleeves. It was often realized in a delicately finished double-bonded crepe. There was a “playful and slightly perverse energy,” Davis suggested, in leather and suede short shorts. Accessory-wise, the house Gancini hardware was reflected in the heel of a handsome new strappy sandal and the bracelet-like hardware of a small clutch bag. It was also traced in the neckline of a regal charcoal evening dress. Davis spoke of “reenergizing” Ferragamo. The applause that greeted this first installment of his tenure suggested he’s on a good path.

Collage by Edward Kanarecki.
Don’t forget to follow Design & Culture by Ed on Instagram!

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