Translated by
Anne SCHILLING
Published on
4 nov. 2023
Maximilian Davis, the artistic director of Ferragamo, did not appear at the Ferragamo party organized in New York on the evening of October 26 to celebrate the brand’s latest campaign and its accessories offering. However, his vision of the accessories and advertisements of the Italian luxury brand was very present. By organizing an interactive event in the heart of the Lavan space in Chelsea, a bustling neighborhood of Manhattan, Ferragamo encouraged guests to become the campaign’s own stars.
Maximilian Davis channeled the brand’s deep connection to its Florentine roots by tapping another Florence institution, the Uffizi Gallery. Using works of art from the Renaissance era as backdrops, Maximilian Davis presented models wearing clothing and accessories, expressing his vision for this almost century-old brand still majority-controlled by the Ferragamo family.
The New York event recreated the artworks as large tapestries hanging from the ceiling, each featuring a different accessory, from bags to shoes to watches, and even Maximilian Davis’ inaugural eyewear collection for the brand. Guests had the opportunity to try on many of the items on display, recreating Ferragamo’s new campaign, with its updated logo, imagined in 2022 by British designer Peter Saville, famous for designing the Unknown Pleasures album cover , by Joy Division.
Marchon, the eyewear brand’s partner, was also present, encouraging prestigious guests, such as playwright and actor Jeremy O’Harris, model Reign Judge, actress Lily Chee, influencer Vanessa Hong, and models Yasmin Wijnaldum and Indira Scott, trying on the glasses, looking at themselves in a brand mirror, then being photographed in front of the tapestry put up to promote this category of products.
Courtesy
Thomas Burkhardt, President of Marchon Eyewear, expressed his opinion on the modern eyewear collection, which marks a new direction.
“Maximilian Davis’ vision for Ferragamo gives the brand a new dimension that revisits classic style with a modern touch. This is reflected in the Fall/Winter 2023 eyewear collection, the first entirely designed by Davis, which focuses on frames that are both bold and easy to wear. Right down to the embellishments, the frames incorporate the new Ferragamo logo and the evolution of the brand’s iconic ‘Gancini’ detail,” Thomas Burkhardt said by e- email, adding that eyewear brand Marchon’s trends were “moving toward clean, dynamic lines and bold square designs.” Pops of color are also on trend for the fall-winter season, with red and green frames and tinted lenses.
Lavan has transformed into a multimedia space due to its surround screen room, which allows brands to display their campaigns digitally for an immersive experience. The event brought to life the concept of the Davis advertising campaign, which features works by 15th and 16th century Italian painters such as Giovanni Bellini, Paolo Veronese and Sandro Botticelli, in conjunction with today’s diverse creative community. Guests were able to get dolled up while meeting many new people during this event punctuated by the sounds of DJ Amrit Tietz, who came to complete this multisensory experience.
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2023-11-04 12:46:27
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