For its first digital fashion week outing, Ferragamo decided to centre the story of the brand instead of the clothes. A five-chapter film that traces the brand’s journey, from the founder’s beginnings as shoemaker to the stars in 1920s Hollywood, culminated in a brief glimpse of its latest collection for Pre-Spring 2021—interspersed with evocative scenes of Florence, home to the Ferragamo headquarters and ateliers.
A lookbook released after the video offered a better view of the clothes. Paul Andrew took inspiration from the midcentury Scandinavian aesthetic—its clean lines and pared back minimalism making for a serene collection that feels right for these turbulent times. There were summer suiting, safari pieces, lightweight knits and breezy dresses. True to the fuss-free spirit at the core of the collection, the palette was equally subdued, with only the occasional flash of burnt orange and a giraffe-leopard hybrid print countering the soothing neutrals.
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