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Salvatore Ferragamo’s new creative director, Maximilian Davis, is embarking on a rebranding operation ahead of his Milan fashion show for the first time. Born in Florence in 1927 from the talent of Salvatore Ferragamo, the brand renews itself and presents a new logo that bids farewell to the “Salvatore” name: “Ferragamo”.

This is a rebranding operation ahead of the Florentine fashion house’s comeback show on September 24 in Milan. An event where the designs of British creative director Maximilian Davis, loved by Rihanna and Dua Lipa, will be on the podium for the first time.

Featuring a minimal black Ferragamo lettering, the new logo stands out against a bright red background that sends the traditional burgundy that has always characterized the home’s shoeboxes and bags into the attic.

The news was announced on the official Instagram account. Now a suitable choice for fashion brands that communicate more directly with their target audience…

The rebranding of the brand does not represent a real innovation in the luxury industry. In recent years, other brands have also renewed their names. Among the pioneers are Yves Saint Laurent, now just Saint Laurent; There is Richard Ginori, who chose to be named Ginori 1735.

This step is a revolution expected from Ferragamo, which acts in line with the demands of the international luxury market today. It’s also the first move and a sign of renewal for the company’s image, headed by CEO Marco Gobbetti, who has repeatedly voiced the need to revive the fashion house’s image.

This is actually an innovation from the history of the brand… In the thirties, Salvatore Ferragamo identified his brand by his surname only, and after his death in 1960, his name was used on the label.

Davis was called to the creative helm last May to fulfill her rebranding mission, placing in the top 10 of Time’s “Next generation leaders” rankings.

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