Skip to navigation Skip to main content Skip to footer
La Prima Impressione
Spring-Summer 2026

A filmic campaign which explores both the house’s cinematic heritage and the family at its heart through the lens of award-winning director Antoneta Alamat Kusijanović.

Chapter 1 – L’Arrivo: The first glance says everything

The journey begins with an arrival. In a villa nestled in the quiet summer air of the Italian countryside, a new guest steps into the home. It is a simple, almost suspended moment, yet charged with the power of first impressions: small gestures, restrained glances, a family balance subtly shifting back into place. Christy Turlington, embodying both the mother and the orchestrator of the household’s harmony, reflects the natural grace that defines Ferragamo’s new season. 

Her fluid silk look and the sculptural new S-heel — a contemporary evolution of Salvatore Ferragamo’s iconic 1947 F-heel — immediately set the tone of the narrative: modern, intimate, powerfully elegant.

Chapter 2 – Il Tavolo Decide: Where gestures become story

Around the table, dynamics, alliances, and silences take shape. It is here that the family listens and observes with the delicacy of everyday rituals. Christy Turlington, in a new expression of relaxed tailoring, guides the invisible rhythm of the exchanges, while a slender heel reimagined with the Vara bow motif introduces a dialogue between past and present, tradition and modernity. 

The scene reveals the first nuances of the collection: fluid scarf‑dress prints, the intricate craftsmanship of the Hug bag, the opulent shimmer of the beaded S‑heel. 

Each character becomes a different lens into the Ferragamo world — multifaceted, cross‑generational, authentically familial.

Credits

Creative Director: Maximilian Davis

Director: Antoneta Alamat Kusijanović

Creative Agency: Baron&Baron

Director: Fabien Baron

Starring: Christy Turlington, Penelope Ternes, Fatou Kebbeh, Edoardo Sebastianelli, Lina Zhang, Kaplan Hani, Pierre Francois Jacob

Stylist: Lotta Volkova