"95-year-old" Italian luxury brand Salvatore Ferragamo recently officially renamed FERRAGAMO, and released a new brand logo, opening up another reform and transformation.
Previously, FERRAGAMO's brand name was the same as founder Salvatore Ferragamo, and the brand logo was also the handwritten handwriting of Mr. Salvatore Ferragamo. And the latest logo has changed to a firm and distinctive serif font. Created by Peter Saville, a well-known graphic designer, “the font was reduced and became a modernist. The essence of the FERRAGAMO craft is condensed in the concept of stone inscriptions.” Peter Saville explained.
FERRAGAMO was born in 1927. Because of its extreme attention to quality and details, it became the royal shoe brand of Hollywood actresses back then: Audrey Hepburn , Sophia Roland , Marilyn Monroe , and Madonna. These names that shine in the history of world film development have all formed one after another with Mr. Ferragamo, leaving countless beautiful memories for the fashion industry.
Now that a century is about to pass, FERRAGAMO is ready to return to this "Hollywood impression": FERRAGAMO officially uses the brand new Pantone red (Pantone Red color number #3546C) as its signature tone, which is reminiscent of the dazzling red high heels designed by Salvatore Ferragamo for Marilyn Monroe in 1959. Maximilian Davis, the newly appointed brand creative director, uses strategies to identify and express "the origin of the brand."
Maximilian Davis is 26 years old this year. He was born in Manchester and graduated from London Fashion Institute. Industry insiders commented that his design "has a strong multicultural color". In 2020, Maximilian Davis founded his own brand of the same name and quickly gained international recognition. Before founding the brand, Davis worked for similarly young fashion brands such as Grace Wales Bonner and Asai. His appointment only took effect on March 16 this year.
FERRAGAMO2023 Spring and Summer is the first fashion show after joining FERRAGAMO.
"Sand and stone are closely related to FERRAGAMO, Hollywood and the ocean." Maximilian Davis described the main creativity of this show, and once again demonstrated his diverse creative abilities. So on this season's show, in addition to Pan Tonghong's gorgeousness, we also saw yellow like sand, black like midnight and white like flowing clouds. These solid color designs extend the designer's initial understanding of the brand. In addition to the color, the design and tailoring are the exquisite and atmospheric version of Davis's own style, with a neat round neck, close waist and hip lines, cut sleeves, asymmetrical off-shoulder, exotic hood, extremely simple but very elegant. When participating in the design competition, Davis once said that black clothing also has its own elegant tailoring, and he wanted the current fashion circle to abandon the idea that black people must wear street clothing.
In addition, Davis also focused on blurring the boundaries of gender in his design this season. Men's and women's clothing has similar silhouettes and the same elements, and has a very detailed and comfortable style.
However, in addition to colors, the Hollywood elements we can see in FERRAGAMO2023 spring and summer are not obvious.
In addition to the bright diamond details of the Monroe style previewed by luxury cars, Maximilian Davis's response to Hollywood style is mainly reflected in the details.
gorgeous floor tassels and interesting strap sandals are indeed common elements on the red carpet. But these minor details may require great consideration to remind people of the star-studded red carpet and the colorful Hollywood female stars. It is probably not that easy to tell a new Hollywood story with them. (Picture source: FERRAGAMO official Weibo, official website show screenshot)
