GAME OF (SHOE) THRONES: Ferragamo is celebrating its footwear expertise with its latest campaign for fall 2026.
The images, photographed by Johnny Dufort and released on Thursday, are intended as a modern take on the Florentine fashion house’s archival visuals, many of which portray founder Salvatore Ferragamo along with movie stars of yore as they try on his footwear creations, scattered all around them.
The ads mark also the campaign debut for Ferragamo for actors Jingyu Huang and Ning Chang, who were recently named global brand ambassadors. Styled by Lotta Volkova, they join a cast including Anok Yai, Vittoria Ceretti and Thibaud Charon.
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The work of contemporary artist Willie Cole will also be featured in the imagery, amplifying the shoe-themed concept. In particular, a 1994 sculpture by Cole and entirely made of colorful pumps stands out as it doubles as throne for Yai.
“Willie takes everyday objects: objects that you feel connected to, that you can relate to, and distorts them,” said Ferragamo’s creative director Maximilian Davis. “The chair feels very surreal, but immediate — and, with my recent collections referencing Surrealism and Dadaism, the collaboration felt right.”
The artwork complements Davis’ work in reinterpreting the brand’s distinctive footwear designs — including sleek stilettos that pay tribute to a style the founder created in 1954, the Opanka design with an architectural shell sole that nods to an innovation first developed in 1957 and quilted iterations of the signature Varina flats.
“So many things make a Ferragamo shoe an object of desire: the construction; the wearability; the innovation of the design,” said Davis. “And since I’ve been at the house, it’s been about refining the details to make them feel more sharp, more graphic; to take those core codes of craft and construction and translate them for today.”
In addition to footwear, the images spotlight other key accessories of the house, ranging from the new Ferragamo Cara bag in supple calf leather that is fastened with Gancini hardware, to a new east-west version of the Hug bag.
