The caption of one of the latest Instagram posts by Salvatore Ferragamo says: ‘A new chapter’. Pay attention! News coming soon. It’s no longer Salvatore Ferragamo but only Ferragamo.
The rebranding of the famous Florentine brand has begun. While the previous logo was composed of two words in lowercase (except for the initial letters) in an elegant black italics on a white background, now we have only one word in black caps on a red background.
The brand has definitely abandoned cursive, replacing it with a sans serif style: global, minimal and above all more youthful.
This is the challenge, to approach the world of us, Gen Z and Millennials. Have you noticed? We are always in everyone’s sight! It is no coincidence that the news was announced on Instagram, our favorite social, collecting more than 16k likes.
And who better than a young guy knows how to communicate with young people? Maximilian Davis, 25-year-old designer, is the brand’s new creative director. Its purpose is to ‘re-energize’ Ferragamo.
His first creations were unveiled in the spring summer 2023 collection on 24th September, during Milan Fashion Week. The main color of the location is red, the same chosen as the background of the new logo, indeed the courtyard of the Portrait Milano Hotel has been entirely sprinkled with red sand.
The fashion show alternates between the themes of Hollywood culture and the Florentine tradition, switching from elegant and sensual looks to simple and minimal looks, in which red reigns supreme.
We have long dresses, transparent shirts and gloves illuminated by the light of the crystals up to basic garments for everyday life, including tuxedos, tank tops, polo shirts and leggings. To conclude the parade, it could not miss the tribute to tradition, the last three looks are dresses created with the typical Florentine drapery.
So? Do you like this new Ferragamo?
