Premiering ‘La Prima Impressione’. The allure of cinema, linked to the brand throughout its history, is explored in Ferragamo’s SS26 campaign. Unfolding across seven chapters, the campaign follows the introduction of a new partner into an Italian family, where glances linger and dynamics quietly shift.
The Campaign
A filmic campaign which explores both the house’s cinematic heritage and the family at its heart through the lens of award-winning director Antoneta Alamat Kusijanović.
Chapter 1 – L’Arrivo: The first glance says everything
The journey begins with an arrival. In a villa nestled in the quiet summer air of the Italian countryside, a new guest steps into the home. It is a simple, almost suspended moment, yet charged with the power of first impressions: small gestures, restrained glances, a family balance subtly shifting back into place. Christy Turlington, embodying both the mother and the orchestrator of the household’s harmony, reflects the natural grace that defines Ferragamo’s new season. Her fluid silk look and the sculptural new S-heel — a contemporary evolution of Salvatore Ferragamo’s iconic 1947 F-heel — immediately set the tone of the narrative: modern, intimate, powerfully elegant.
Chapter 2 – Il Tavolo Decide: Where gestures become story
Around the table, dynamics, alliances, and silences take shape. It is here that the family listens and observes with the delicacy of everyday rituals. Christy Turlington, in a new expression of relaxed tailoring, guides the invisible rhythm of the exchanges, while a slender heel reimagined with the Vara bow motif introduces a dialogue between past and present, tradition and modernity. The scene reveals the first nuances of the collection: fluid scarf‑dress prints, the intricate craftsmanship of the Hug bag, the opulent shimmer of the beaded S‑heel. Each character becomes a different lens into the Ferragamo world — multifaceted, cross‑generational, authentically familial.
