Famous Italian brand Ferragamo reveals its Spring/Summer 2023 collection with a new designer at its helm this MFW – Maximilian Davis. The newcomer makes his debut and a fresh start for a house rebrand.
The appointment of the new brand’s creative director is one of the hot issues in the fashion industry. Maximilian Davis is a nominator of LVMH Prize. Instead of creating his brand, he takes the responsibility of rebranding the long-standing fashion house.
“I was not sure what to expect,” says Davis before his debut show for Ferragamo. “But as soon as I arrived I felt an energy that was very supportive. And the team and the family have been excited to have a new direction: I think everyone has been waiting for this new beginning.”
Davis first drops the Salvatore and keeps the recognisable Ferragamo. He changes the font to a more contemporary design. And he also announces a new colour to represent the house – a special red.
After reshaping the logo, he expertly designs the brand’s first ready-to-wear and accessory line for both men and women.
Organza fabrics, along with sheer knits and liquid silks comprised of three-piece suiting demonstrate the brand new Ferragamo style. Utilitarian jacket and pants sets, column dresses and asymmetrical tops also impress the audience.
Rare men’s shorts and razor-sharp leather bring sexiness to the collection. And the sports jackets with strongly contrasting colours also show big ambition and courageous of Davis.
Davis says, “I’m developing new fabrications and introducing new silhouettes to the brand, and trying to understand what the younger client needs to make it a success.”
The draping, suiting and relaxing style is the focus of the Ferragamo SS23 runaway. Models walk on a bed of vivid red sand at the Milan Hotel. Many designs with bold red colours also point out the new start of the fashion house.
Davis says, “It was about looking into the archive and establishing what could be redefined to become relevant for today. I wanted to pay tribute to Salvatore’s start by bringing in the culture of Hollywood – but new Hollywood.”
For more information, stay tuned to Ferragamo’s website and social media.
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