In a majestic return to its roots, Ferragamo has chosen the iconic city of Florence to unveil its new season, a decision brought to life through the incomparable lens of Juergen Teller, one of the most innovative and provocative photographers in contemporary photography. Known for his unique ability to blend modernity with authenticity, Teller provides a penetrating and sincere perspective of the city, capturing both the history and contemporary spirit of Ferragamo in a series of images that are both a tribute and a reinvention.
“There is a sense of connection with the frankness of his work,” comments Maximilian Davis, the brand’s creative director, referring to Teller’s approach. “In the times we live in, that is what people are looking for; I’m interested in observing real people in Florence and how they wear Ferragamo.” The season’s runway collection has been reimagined under this premise, crafting a wardrobe that reflects the brand’s heritage while being designed to exist in today’s world.
Teller’s visual journey through Florence begins at the Palazzo Spini Feroni and extends to the Loggia dei Lanzi and Caffè Rivoire, capturing the city’s duality: a harmonious coexistence of the modern and the historical. Each photograph reflects the intention to create an authentically Florentine experience, where the grandeur of the past meets the vibrant present.
The locations play a crucial role in this visual narrative. Each photographed site not only highlights the city’s unique atmosphere but also reflects how the Ferragamo man and woman move effortlessly through their daily lives. The Palazzo Spini Feroni, the brand’s historic headquarters since the 1930s, stands out as a key protagonist. This medieval building, with its imposing stone facade and fresco-decorated chapel, represents a blend of tradition and modernity. The series also includes the emblematic Caffè Rivoire, a historic meeting place for artists and intellectuals, and the Loggia dei Lanzi, known for its Renaissance and Baroque sculptures, partially restored thanks to Ferragamo’s donations.
“Ferragamo and Florence speak the same language, they share the same history, so I wanted to go back to the beginning of the story,” explains Davis. “For three days, we explored the city together. It felt liberating, as if we had all gone on a journey, and it was fun. Sometimes we stopped to have an ice cream.”
Central to this visual narrative is supermodel Raquel Zimmermann, who embodies a modern version of Renaissance beauty, surrounded by a carefully selected cast including Peter Saville, Lina Zhang, and Maïa Tellit Hawad. This collective extends beyond the ordinary realms of fashion and directly relates to the brand’s multigenerational nature. “At Ferragamo, it is always a community, a family,” says Davis. Here, the Florentine tour of that family is showcased. Recognise the deliberately chosen locations that create an authentically Florentine experience.
Juergen Teller has remarked, “We thought a lot about how and where to do it, and I am very proud of what we achieved for Ferragamo in Florence. It makes a lot of sense to me.”
For her part, Raquel Zimmermann, central to Ferragamo’s visual narrative, has shared her enthusiasm following the Florence experience. “My favourite memory was the day I arrived in the city,” comments Zimmermann. “We took an evening walk that ended at the Ponte Vecchio, where we watched a spectacular sunset. Florence has so much to offer, but strolling and dining by the river is one of my favourite activities.” The supermodel also highlighted the cultural richness discovered during the shoot, revealing her fascination with the city’s vibrant artistic scene. “I visited old artisan workshops, such as a ceramics studio where they work with mould casting. It was amazing to see a studio founded centuries ago and to feel immersed in the authentic Florence, where art, history, and craftsmanship intertwine.”
