For Spring/Summer 2026, Ferragamo turns to cinema. Titled La Prima Impressione, the new campaign unfolds as a seven-chapter film directed by award-winning filmmaker Antoneta Alamat Kusijanović, weaving together heritage, intimacy and the quiet magnetism of family.
At its center stands Christy Turlington. She plays the poised orchestrator of an Italian family whose dynamics subtly shift when a new partner is introduced at their countryside villa. Across seven episodes, released throughout the season, the narrative lingers on glances, gestures and generational codes — a study in elegance as both style and behavior.
“The starting point of Ferragamo is Salvatore’s link with Hollywood, and so cinema always feels interesting for us to explore,” explains creative director Maximilian Davis. The cinematic dialogue is more than conceptual: it echoes the house’s origins. Founder Salvatore Ferragamo famously built his reputation crafting footwear for Hollywood’s golden age, which is a legacy Davis revisits with contemporary clarity.
The casting of Turlington is deliberate. Having appeared in Ferragamo campaigns in the 1990s, her return bridges archive and present. “In my work at Ferragamo, I tend to pull from the archive and make it modern,” Davis notes.
Magnetism and allure are ageless, and that’s something worth celebrating.” – Chief Creative Director Antoneta Alamat Kusijanović
Turlington’s presence — composed, assured, quietly commanding — reinforces that philosophy.
Within the narrative framework of family, the Spring/Summer 2026 collection reveals its many facets. Sculptural S-heel mules reinterpret the house’s archival F-heel; a refined stiletto integrates the iconic Vara bow; silken scarf dresses introduce fluid print stories; and the woven Hug bag foregrounds craftsmanship with tactile precision. Each character, from husband and children to partners and friends, embodies a distinct expression of the Ferragamo universe.
“When I’m creating a collection, I am always designing for a family of people,” Davis reflects. It is a sentiment that extends beyond casting. Ferragamo, after all, has long been built on the idea of family — not only in ownership, but in spirit.
La Prima Impressione captures that ethos with cinematic restraint: a timeless story told through a modern lens, where heritage is not preserved in glass but lived, reinterpreted and passed on.
CREDITS
Ferragamo Creative Director: Maximilian Davis
Models: Christy Turlington, Penelope Ternes, Fatou Kebbeh, Edoardo Sebastianelli, Lina Zhang, Kaplan Hani, Pierre Francois Jacob
Director: Antoneta Alamat Kusijanović
Director of Photography: Natasha Braier ASC
Stylist: Lotta Volkova
Hair Stylist: Virginie Pinto Moreira
Make-up Artist: Thom Walker
Agency: Baron & Baron
Chief Creative Officer: Fabien Baron
For more information please visit:
https://www.ferragamo.com/
