Ferragamo creative director Maximilian Davis was nowhere in sight at Thursday night’s Ferragamo party celebrating the brand’s latest campaign and accessories offerings. Still, his vision for the Italian luxury brand’s accessories and adverts was present in full scope.
Hosting an interactive event at the party space du jour, Lavan, on West 25th Street in Chelsea, Ferragamo encouraged guests to make themselves the star of the campaign.
Davis channeled the brand’s deep connection to its Florentine roots by calling upon another Florence institution, the Uffizi Gallery. Using the Renaissance Era artworks as backdrops, Davis imposed models decked out in clothes and accessories, expressing his direction for the 96-year-old brand, which is still majority controlled by the Ferragamo family.
The New York event recreated the artworks as large tapestries hung from the ceiling, each one showcasing a different accessory such as bags, shoes, watches, and Davis’ inaugural eyewear collection for the brand, allowing guests to try on many of the items on display, effectively recreating Ferragamo’s new campaign, featuring its updated logo, created in 2022 by British designer Peter Saville, of Joy Division’s Unknown Pleasures album cover design fame.
Eyewear partner Marchon was also on hand, prompting guests such as playwright and actor Jeremy O’Harris, model Reign Judge, actress Lily Chee, Vanessa Hong of The Haute Pursuit, models Yasmin Wijnaldum and Indira Scott, and internet multi-hyphenate Tanner Reese to try them on, checking oneself out in a brand mirror and then taking a photograph in front of the tapestry set up to promote the category.
President of Marchon Eyewear, Thomas Burkhardt, commented on the transformative modern eyewear collection, marking a new direction.
“Davis’ vision for Ferragamo has taken the brand to a new dimension that reinterprets classic style for a more modern take. We see that reflected in the Fall/Winter 2023 eyewear collection, the first fully designed by Davis, focusing on bold yet wearable frames. Down to the embellishments, the frames incorporate the new Ferragamo logo and evolution of the brand’s iconic Gancini detail,” said Burkhardt via email, adding that Marchon eyewear brand trends are “leaning into sleek, dynamic lines and bold, squared profiles. Pops of color are also on trend for fall/winter with red and green frames and tinted lenses.”
Lavan has become a popular multimedia venue due to the surround screen room for brands to display campaigns digitally for an immersive experience. The event brought the concept of Davis ad campaign, which features works of 15th and 16th-century Italian painters such as Giovanni Bellini, Paolo Veronese, and Sandro Botticelli in conjunction with today’s diverse creative community to life. Guests preened and socialized to the sounds of DJ Amrit Tietz to complete the multi-sensory experience.
Copyright © 2023 FashionNetwork.com All rights reserved.