From this "shared memory," Maximilian Davis took the most striking red and turned it into Ferragamo's new logo, Pantone red.

Clearly, the crimson is more bold and pure than the red heels Monroe wore back in the day.

When it is transformed into new fashion and high heels, it does not look old at all, but is full of contemporary.

To further deepen this "memory association", Davis deliberately presented a fashion look inspired by the bright "Monroe shoes" in the first collection, with a crisp silhouette that balanced contemporary patterns and sexual charm.

The new Ferragamo Spring/Summer 2023 campaign was also conceived by creative director Maximilian Davis.

Under the lens of photographer Rafael Pavarotti, the iconic vibrant red creates a dramatic backdrop of tension, firmly locking the eyes.

In the bustling city centers of fashionable cities such as Milan, Los Angeles, Shanghai, Seoul, and London, Ferragamo's deep-red-hued Windows are as eye-catching as the trendy billboards.

As Davis said in an interview, "Color is very important, it's exotic; Colors can trigger emotions and affect how people feel."

In my opinion, this intense Pantone red was also the first impression he made for Ferragamo.

02 Elegance

In the context of contemporary fashion, "elegance" seems to be a forgotten word.

Sarah Mower, the wisecrassy fashion critic, has described the street style of the past few years as "the kind of fashion that the grandchildren of the early luxury customers would love".

Maximilian Davis' Ferragamo Spring/Summer 2023 collection captures the balance between the two.

He replaced loose silhouettes with long lines, but not through uncomfortably tight designs, but through precise cuts and proportions for a sophisticated and elegant look.

Even for casual clothing, you can also see the eye-catching silhouette, combined with a unique novel collocation, so that elegant leisurely and contemporary style coexist.

In the signature shoe section, the new high-heeled sandals are chic and elegant with woven thin bands; The attractive Elina sandals, combined with the personalized Gancini heels, give a sculptural twist.

For Maximilian Davis, ideas flow freely.

In the spring/summer collection, the dreamy and romantic gradient dress was inspired by the Sunset Series by American artist Rachel Harrison.

But in an exclusive interview with VOGUE, Davis revealed that the creative inspiration also came from the brand's historical archive.

"I found the gradient effect of some of the bags in the Ferragamo archive images, which I thought was very modern and fresh."

The source of color inspiration is completely different, from the "jade" in Chinese culture.