The Italian fashion house goes back to its Old Hollywood roots and fuses them into the House’s codes.
It was at 6685 Hollywood Boulevard when the Campania-native Salvatore Ferragamo took over the Hollywood Boot Shop in 1923 following numerous stints as a footwear designer for films. At just 24 years old, the Italian-born shoemaker has attracted the likes of actresses and film producers like Bette Davis, Joan Crawford, and Dolores del Rio clamoring for a custom pair with fittings in the corner of his Las Palmas Avenue store.
In his dream to mass produce handmade quality shoes, the “Shoemaker to the Stars” left Los Angeles and set his sights on Florence, Italy. Despite being overseas, his clientele and friends, teeming with Hollywood elite would still seek his expertise in shoes, a combination of elegance and comfort. His notable designs were the Judy Garland rainbow wedge, a string of ballet flats for Audrey Hepburn, and the famous white strappy stilettos Marilyn Monroe wore in The Seven Year Itch.
Almost a century since its shoemaker prodigy and founder set its sights on La La Land, Ferragamo creative director Maximilian Davis takes inspiration from the brand’s early days and restructuring it into contemporary wear for their Pre-Fall 2023 Collection.
“I want to explore what contemporary essentials are, from denim to eveningwear,” explains Davis. “To take classic pieces in the everyday wardrobe and twist or subvert them with textures and materials that make them feel more modern, more playful and more unexpected.”
The 27-year-old creative director also looked into Salvatore Ferragamo’s earlier work in film, using the cowboy boots the shoemaker made for the 1923 film The Covered Wagon as one of his influences. The footwear was also an ode to Ferragamo’s first job when he immigrated to the United States, joining his brothers who worked at a cowboy boot factory.
Dubbed “A Fresh Perspective,” the collection adopts tropes from the Western genre. Davis uses minimalist silhouettes with denim in raw and sand wash with pocket detailing, gingham prints in dresses and tops, structured leather pieces, and hints of velvet to embellish garments.
The collection was photographed by Tyler Mitchell, capturing images that showcase the timelessness and modernity of the Ferragamo universe. “Tyler is someone who I’ve grown up with; we’re part of the same community and we’ve always spoken about collaborating,” explains Davis. “There’s a simplicity and elegance to his work and the way that he captures people; a laid-back clarity which is never forced.”
The Pre-Fall 2023 Collection also reimagines the Wanda bag in honor of Salvatore Ferragamo’s wife, Wanda. “It was about looking into the archive and establishing what could be redefined to become relevant for today,” says the creative director.
Introduced in the late 80s, the Wanda bag retains its boxy original shape, introducing new silhouettes and colors to pair with its handle reminiscent of a metropolitan skyline. The new models include a horizontal silhouette to resemble a clutch, a vertical square shape, and a mini version for evening gatherings with a Gancini fastening, a detail that is a trademark Ferragamo style.
In the Philippines, Ferragamo is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 4, Rustan’s Shangri-La, and Rustan’s Makati. You can also shop Ferragamo online at Trunc.ph and Rustans.com. Visit www.ssilife.com.ph or follow @ssilifeph on Instagram for more information.