ferragamo | legends reimagined

Ferragamo chose the perfect name for its latest venture, ‘Legends, Reimagined,’and they certainly have the hardware to back it up. The Italian brand launched in Milan a new series that pairs the house’s most technically formidable designs with the kind of people who actually define Italian excellence. To kick things off, they’ve spotlighted the Tramezza – the undisputed heavyweight champion of their footwear lineup – alongside the legendary skiing icon, Alberto Tomba.

“With ‘Legends, Reimagined,’ we want to highlight the profound connection between the artistry of the human hand and the spirit of those who reach for greatness,” says James Ferragamo, Product Director for Ferragamo. “The Tramezza is an icon of our heritage; it represents the structural integrity and impeccable execution that defines a Ferragamo shoe.”

The shoe itself embodies Ferragamo’s shoemaking genius. The name comes from the tramezza, a thick layer of leather sandwiched between the insole and the outsole that ensures the shoe is flexible, breathable and, most importantly, built to last a lifetime. Hidden inside is Salvatore Ferragamo’s patented steel shank, providing a level of structural support that most modern shoes simply can’t match.

 

Tomba, affectionately known as ‘La Bomba,’ was always the charismatic outsider of the skiing world, hailing from the rolling hills of Bologna. Ferragamo draws a direct line between Tomba’s explosive, technical grace on the slopes and the obsessive, 160-step handcrafted process required to build a single pair of Tramezzas.

To celebrate the launch, Ferragamo transformed The Wilde into a sensory Tramezza Atelier, filled with the scent of tanned leather and the sight of Tomba’s own personal wooden shoe lasts. The event also highlighted the brand’s Made-to-Order programme, which is as indulgent as it sounds. For the man who wants his signature on everything, the service offers precious skins like alligator and ostrich, with the option to have your initials set directly into the insole.

The campaign also features a cinematic portrait of Tomba, but instead of seeing him hurtling down a mountain, we see him in a moment of discipline, lacing his shoes and finding his balance. It’s a subtle metaphor for the duality that James Ferragamo says defines the house: the tension between our raw instinct and relentless perfection.

Discover more here.

photography. courtesy of Ferragamo
words. Gennaro Costanzo