For its 2026 Holiday campaign, Ferragamo celebrates the values that have inspired the house since its very inception: the joy of loving, and that beauty has greater meaning when it enriches a life well lived. Originally born of Salvatore Ferragamo’s love of invention and creativity, alongside a desire to build a better life for his family, it was his wife, Wanda, who continued the Ferragamo legacy in the 1960s –and the family today, alongside Maximilian Davis, who ensure its evolution into the future.
Ferragamo has been founded upon a human story of love across generations –“Ferragamo is all about family,” reflects Davis. “And when I design, I am always thinking about that too: how a collection can be worn by different generations, but also how pieces you love will be held onto and passed down through them.” It is that sentiment,which is spotlit through its Holiday campaign, directed by Clara Cullen, photographed by Ilya Lipkin, and styled by Miyako Bellizzi.“One of the founding values of Ferragamo has always been of beauty that develops from craftsmanship, humanity andjoy,” says Chairman Leonardo Ferragamo. “This campaign is telling that story.”
Rooted in the house’s cinematic origins, the campaign casts Kris Jenner in the imagined role of director and opens with the iconic matriarch of a multi-generational, world-renowned dynasty, whose life has been defined by her love for her family. Through a short series of documentary-style interviews, she expresses the importance of those relationships to her personal journey –before presenting a series of screen test auditions introducing the stars of the campaign, who go on to expand on their own perspectives on the joy of loving.
The films that follow celebrate families both inherited and chosen: model and activist Paloma Elsesser and her brother, model and musician Sage; musical trio and descendants of soul royalty The Womack Sisters; the band Bar Italia alongside drummer Jezmi Fehmi’s partner, model and stylist Ch’lita; legendary actress and director Joan Chen and her daughter, Audrey Hui; acting coach Nancy Banks and her son, actor Benny Buckley; multi-disciplinary creative Sofia Testino and her beloved dog Syko.
“We wanted to bring together people whom family holds a personal meaning,” explains Davis. “Soit was important to cast real families, and to find real and personal moments between them to capture the joy of loving.” Through intimate vignettes, these families embrace one another –as friends, as family, as lovers –each honouring the importance of love in their lives. As Kris says: “the joy of loving is worth holding onto.”
Finally, the cast comes together to celebrate the premiere of their film in a moment of collective joy which embodies the humanity at the heart of Ferragamo’s past, present and future.
Integrated throughout the campaign appears a selection of Ferragamo’s hero pieces of the season: the iconic Ferragamo Hug Bag; the Ferragamo Cara Bag; a wardrobe of shoes spanning satin pumps featuring crystal-embellished Gancini ornaments to the classic Vara ballerina and exquisitely decorated golden stiletto sandals.
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