Ferragamo Pre-Fall 2025: Hollywood in Cinecittà

The history of Ferragamo cannot be understood without Hollywood. It was there that Salvatore became “the shoemaker to the stars,” dressing icons such as Joan Crawford and Judy Garland, and outfitting the film sets of Cecil B. DeMille and Marilyn Monroe. For the Pre-Fall 2025 season, the brand returns to that foundational connection and reinterprets it through a new cinematic language.

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The project takes shape in a three-part film directed by Italian filmmaker Alice Rohrwacher, shot at Cinecittà and released in segments throughout the season. Maximilian Davis, creative director of the fashion house, describes it as “a story that feels very Italian, but based on Hollywood cinema.” With humor, irony, and a keen eye for capturing atmosphere, Rohrwacher delves into the brand’s archives to construct a narrative about elegance, innovation, and craftsmanship.

Chapter 1 – The Date

Angelina Kendall embodies the star in the midst of her preparation ritual: powder on her face, Gancini heels shining under the light, a handbag in time with the clapperboard. The scene highlights the sophistication of the court shoe, which has become an eternal symbol of Ferragamo. “We wanted to present it as part of the creation of the movie star: a fun, almost ironic way of presenting elegance,” says Davis.

Chapter 2 – The Adventure

Summer arrives with pieces that pay homage to Salvatore’s experimentation with materials: cork-heeled sandals, raffia, woven bags, slip-on mules. All within a set that uses fabric scraps to recreate cinematic waves, merging the craftsmanship of fashion with that of cinema. “I find Salvatore’s ideas of using the materials around you to innovate very interesting,” explains Davis.

Chapter 3 – Double Dream

The finale moves to the Tuscan countryside, where Kendall—alongside her fictional twin created through reflections—cycles among soft textures: high-heeled Vara loafers, the new Soft Bag in supple perforated leather with the Gancini motif, bouclé dresses, and patent leather finishes. A sensual and modern image that encapsulates the contemporary Ferragamo woman: sophisticated, free, and deeply Italian.

Behind this narrative is a first-rate team: Ferdinando Verderi was responsible for the creative direction of the campaign, Lotta Volkova for styling, and Emita Frigato for set design, with Giovanni Gherzi accompanying Angelina Kendall in front of the camera. The beauty look was designed by Virginie Moreira for hair, Thom Walker for makeup, and Sylvie Macmillan for manicures, completing a production that balances Hollywood nostalgia with contemporary Italian craftsmanship.