A NEW CHAPTER OF FERRAGAMO
A new chapter of Salvatore Ferragamo (simply as Ferragamo) just has begun. The new logo made a debut and the new creative director, Maximilian Davis did as well in Ferragamo SS 23 in Milan Fashion Week.
The new logo is a big move for the brand. “Acknowledging the importance of every single element to the whole, the journey of reinvention, the sharp sense of elegance and respecting the craft involved, starts at the foundation: the letters being used, the shape they take, the words they form,” says Ferragamo.
To create its new logo, Ferragamo worked with Peter Saville, a renowned graphic designer. The previous logo known for its founder’s handwriting was transformed into a new logo by Peter Saville. The new one Ferragamo unveiled is refined, impactful, and affirmative, combing classicism and modernity.
The new logo was designed to recall classical stone inscriptions that inspired Renaissance artists with a reductionist lens. With a modernist approach and sensual intent by Saville, the new log possesses an essence of the classic around the modernity of looking forward, looking like it has always been there.
Along with the new log, Maximilian Davis’ debut collection is a new setup to rebrand this legendary designer’s name. “I am deeply honoured to be joining Ferragamo, and grateful for the opportunity to build on the rich and profound heritage of the house. Ferragamo represents a dedication to timeless elegance and sophistication that I find incredibly inspiring. I’m looking forward to articulating my vision, elevated by the codes of Italian craftsmanship, quality, and innovation.” described on his Instagram.
For SS23, the entire collection was overwhelmed by intense blood red. The red displays the brand’s signature hue but also dominated both the collection and the show space.
Davis presented effortless sexiness and elegance in women’s wear through a sophisticated silhouette, and juxtaposition with a sensual color palette. Indeed, he literally marked the beginning of a new era in Ferragamo.
Image via Ferragamo