ferragamo ss26 | la prima impressione

 

Meeting the family is always a theatrical affair, especially in an Italian countryside villa. Ferragamo takes this universal rite of passage and turns it into a cinematic event for its Spring/Summer 2026 campaign. Titled ‘La Prima Impressione,’ literally the first impression, the project unfolds across seven chapters throughout the season to reveal the nuanced dynamics of a household welcoming a new partner into the fold. 

Award-winning director Antoneta Alamat Kusijanović steps behind the camera to capture this story, leaning heavily into the Hollywood heritage that has defined the brand since Salvatore Ferragamo first set up shop. The narrative focuses on the multi-generational appeal of the house, proving that magnetism and allure do not have an expiration date.

Legendary supermodel Christy Turlington commands the screen as the matriarch of this stylish clan, operating as the choreographer of the family dynamics, and finally returning to the brand she fronted back in the 1990s. “In my work at Ferragamo, I tend to pull from the archive and make it modern, and so it was interesting for me to continue working with some of the same characters who the brand has worked with throughout its history,” says Creative Director Maximilian Davis.

Turlington’s wardrobe amplifies her timeless presence, anchored by a sculptural S-heel mule that evolves the archival F-heel. She also wears a sharp stiletto featuring the iconic Vara shoe bow, reminding everyone exactly who is running the show at this villa. “Working with the entire cast together with Christy was a true joy; she’s an exceptional actress with a unique, timeless presence,” says Kusijanović.

 

The rest of the household offers a window into the varied facets of the new collection. Pierre Francois Jacob plays the husband, while Penelope Ternes and Kaplan Hani take on the roles of their children. Their partners, Edoardo Sebastianelli and Lina Zhang, alongside family friend Fatou Kebbeh, round out the cast to present a kaleidoscope of fresh perspectives. 

Silken scarf dresses drift through the scenes alongside the intricate craftsmanship of the calfskin ribbons woven into the Hug bag. Expressive opulence arrives in the form of beaded S-heel mules, highlighting the fact that Davis always designs for a complete family of people. 

The Spring/Summer 2026 campaign offers a peek into an intimate world where every character has a distinct sartorial voice. After all, first impressions really do last.

Discover the Spring/Summer 2026 collection here.

photography. courtesy of Antoneta Alamat Kusijanović
words. Gennaro Costanzo