Ferragamo is leaning into its identity as a footwear house with a fall 2026 campaign built around shoes, archival references and a distinctly sculptural visual language. Shot by Johnny Dufort and unveiled on Thursday, the images revisit the brand’s old-fashioned campaign format, in which founder Salvatore Ferragamo was often shown alongside film stars surrounded by his creations.
This season’s cast includes Anok Yai, Vittoria Ceretti and Thibaud Charon, while Jingyu Huang and Ning Chang make their campaign debut after being named global brand ambassadors. Styled by Lotta Volkova, the group appears in a setting that also incorporates work by contemporary artist Willie Cole. A 1994 sculpture made entirely from colorful pumps becomes a throne for Yai, reinforcing the campaign’s shoe-first concept.
Creative director Maximilian Davis said the collaboration made sense because the imagery aligns with his interest in Surrealism and Dadaism. He also noted that Ferragamo’s footwear continues to be defined by construction, comfort and innovation, while his work has focused on sharpening the brand’s codes for a modern audience. The campaign also highlights accessories, including the new Cara bag in calf leather with Gancini hardware and a new east-west version of the Hug bag.
Beyond the campaign styling, the visuals point back to Ferragamo’s design history, including stilettos inspired by a 1954 style, the Opanka design with its architectural shell sole, and updated versions of the signature Varina flats. Together, the images position footwear not just as a product category, but as the central language of the brand’s current image.
Source: wwd.com
