When it comes to Ferragamo, many people's first impression is: the Hollywood star's favorite shoe brand.

Ferragamo had grown by making shoes for movies since the 1930s, and by the 1950s it had developed close relationships with famous movie stars such as Marilyn Monroe and Sophia Loren, which helped it attract a wealthy, leisured clientele.

Now more and more young people are paying attention to Ferragamo, and not only shoes, but also fashion and bags.

Because their idols such as Hunter Schafer and Lee Jeno are wearing the brand.

These new ICONS choose Ferragamo not only because its design is young and cool, but also because it allows them to look classy while showing energy or sex appeal.

For example, Zendaya previously wore an avant-garde suit with a bright surface material showing a similar effect of tie-dye, which is actually made of temperature-sensitive fabrics, which will have different textures as the body temperature rises, which is suitable for wearing to dance.

For example, Dua Lipa, many people mention her, will think of the "pop sister" on the stage of the heat.

So what does she wear to formal events?

The answer is also Ferragamo.

But it is not an ordinary style, with a slim and close-fitting cut, you can create a beautiful outline; Chest with hollow details, with see-through yarn gloves, bring out just the right sexy.

Both modern and seductive, Ferragamo is the new impression of many people.

Bringing about this shift is Maximilian Davis, the brand's new creative director.

He was 26 when he joined Ferragamo last year, barely two or three years out of fashion school.

It stands to reason that luxury incumbents such as Ferragamo tend to appoint experienced designers who have held important positions at major brands.

Davis's emergence, and taking such an important position, completely broke a certain "industry rule."

But judging from the collections he has launched since taking office, Davis has a knack for balancing Ferragamo's aesthetic of rigorous elegance with a fashion-forward attitude beloved by younger generations.

So the question is, how did Davis do it?

01 Memory

Although Ferragamo has always been a popular luxury brand, when people talk about it, they always think of the red high heels designed by founder Salvatore Ferragamo for Marilyn Monroe in 1959.

Ferragamo classic "Monroe Shoes"