The archives hold a special magic for any designer working with a brand steeped in history. For Maximilian Davis at Ferragamo, these treasures have been instrumental in crafting his minimalistic aesthetic, a blend of classicism and sensuality that embodies the Italian spirit. He approaches the house’s heritage with a cautious confidence, drawing inspiration from the 1970s. He found still-life images from advertising campaigns of the era that conveyed a sense of reality, ease, and glamour. The 70s presented a duality – a blend of the louche and the sexy with the effortless and elegant. Davis expertly weaves this dichotomy into his co-ed resort collection, softening the military accents of the previous fall collection. “We wanted to continue the same spirit, but in a more lightweight and easy to wear way,” he explained. The silhouette for both men and women is more relaxed, reflecting Davis’s restrained approach. He introduces a languid scarf dressing style, becoming a signature element of the Ferragamo aesthetic. Archival floral motifs, distorted into abstract patterns, adorn loose shirts and asymmetrical skirts. A draped wrap dress, crafted from olive silk jacquard, features loose scarf details, creating a striking contrast with slim, tailored silhouettes, defined by strong shoulders and narrow waists. Luxurious outerwear balances angularity with softness, showcasing Davis’s keen eye for detail.
Davis possesses a clear understanding of consumer preferences. He observes the current luxury market, where consumers seek comfort, timelessness, and high-quality pieces that stand out with distinctive details and fabrications. “People buying into luxury today are looking for a sense of comfort and timelessness, for quality pieces that are distinctive in details and fabrications. They also look carefully at branding, they want recognizable items,” he said. The current global climate has instilled a sense of caution in shoppers, leading them to seek excitement and pieces that endure, items that can be passed down as heirlooms. “What’s happening in the world makes customers very cautious when shopping. They want excitement, but also pieces that last, that can be passed down as heirlooms, as it has been done in my family. It’s a beautiful thing, sentimental and valuable.”
