Picture long sunny days, trips to the beach, and calm evenings spent wining, dining and whiling away time. This is exactly what Ferragamo captured in their Pre-Fall 2024 campaign featuring designs created in collaboration with Italian artist, Lucio Venna. Photographed by Harley Weir under the creative direction of Maximillian Davis, the collection is set against a backdrop of Italian sculptures rendered as sandcastles—an ode to the brand's heritage.

"We wanted to play with the idea of fantasy and reality,” Davis shares. “And Harley is someone who can express something that is both very real and very magical.”

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Although Venna's designs remain rooted in contemporary language—with vibrant hues and minimalistic cuts—Ferragamo's rich history as an Italian luxury house has been underlined throughout. For instance, the Raffia. Integral to Ferragamo's early collections, it's transformed into leather lined woven shoppers, cut-out totes, and even seen on their stylish mules. The iconic Venna motif, originally designed by Lucio Venna in the 1920s, is also prominent across the collection's offering of garments and accessories.

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The Ferragamo Hug Bag, an emblem of contemporary elegance, is now reimagined with a woven handle. Ballerina flats were rendered with elongated proportions and exaggerated hardware. To further embody that carefree summer spirit, the collection made sure to include flowing tropical kaftan dresses.

“It’s about looking at the wardrobe,” concluded Davis. “About it feeling identifiable, and exploring the elements and signifiers we’ve developed throughout my time here, in a fresh, new way.” A carefree summer getaway, as envisioned by Ferragamo.

Ferragamo’s Pre-Fall 2024 Collection is now available online.