Bonjour, fashion lovers,
I'm still in beautiful Naples, surrounded, almost intoxicated, I would say, by the beauty of a city that surprises me every day with new details. A beauty that isn't simply something to admire, but something to breathe in. And perhaps that's precisely why telling you about Ferragamo's new Holiday 2026 campaign feels so natural. There's that essence of glam that we fashion lovers adore, but there's also something more intimate, something that goes beyond aesthetics and speaks directly to our emotions.
The Joy of Loving is the title of the campaign through which Ferragamo celebrates the values that have defined the house since its beginnings: love, family, and a vision of beauty that takes on a deeper meaning when it becomes part of the lives and memories of those who wear it.
A story deeply rooted in Salvatore Ferragamo's legacy, in his passion for invention and creativity, but also in his desire to build a better future for his family. A journey continued by his wife Wanda from the 1960s onwards, and one that lives on today through the Ferragamo family and the vision of Maximilian Davis, a creative director whom, as you know, I particularly love.
"Ferragamo is all about family," reflects Davis. "And when I design, I am always thinking about that too: how a collection can be worn by different generations, but also how pieces you love will be held onto and passed down through them."
And this is precisely the idea that is particularly dear to my heart. Very dear. The thought that the things we love can accompany us through life and, one day, belong to someone who comes after us. Not simply an object, then, but something capable of preserving a story, a memory, a connection.
Directed by Clara Cullen, photographed by Ilya Lipkin, and styled by Miyako Bellizzi, the campaign unfolds through a cinematic narrative that recalls the house's historic connection to Hollywood, placing human relationships at its heart. Leading the story is Kris Jenner, cast in the imagined role of a film director. The matriarch of one of the world's most famous families opens the campaign with a series of documentary-style interviews, reflecting on the importance of family relationships in her own life before introducing the protagonists through a sequence of screen test auditions.
The cast brings together personalities from different creative worlds, united by genuine personal connections. There is model and activist Paloma Elsesser alongside her brother Sage, a model and musician; The Womack Sisters, a musical trio descended from soul royalty; and the band Bar Italia, joined by Ch'lita, model and stylist and partner of drummer Jezmi Fehmi. Also featured are legendary actress and director Joan Chen with her daughter Audrey Hui, acting coach Nancy Banks with her son, actor Benny Buckley, and multidisciplinary creative Sofia Testino accompanied by her beloved dog Syko.
And it was precisely the presence of Sofia and Syko that inevitably made me think of my beloved Westie, Tobia. I must confess that the two of us would have been perfect for telling the story of this special bond. Because Tobia and I truly were a family. And anyone who has ever shared their life with a furry friend knows exactly the kind of deep, unique love I'm talking about.
"We wanted to bring together people whom family holds a personal meaning," explains Maximilian Davis. "So it was important to cast real families, and to find real and personal moments between them to capture the joy of loving."
And it is precisely this authenticity that drives the narrative. Through a succession of intimate moments, the campaign explores the many expressions of love: the love shared within a family, romantic love, and the love that grows from the bonds we choose to create. The story culminates in the film's premiere, as all the protagonists come together to share a moment of collective joy. As Kris Jenner says, "The joy of loving is worth holding onto."
Naturally, Ferragamo's creations also become part of this narrative. Alongside the personal stories, some of the season's most emblematic pieces take centre stage: the iconic Ferragamo Hug Bag, the Ferragamo Cara Bag, satin pumps adorned with crystal-embellished Gancini ornaments, the classic Vara ballerinas, and exquisitely decorated golden stiletto sandals. Creations designed to be loved, cherished, and passed down through generations, perfectly reflecting the message behind the campaign.
"One of the founding values of Ferragamo has always been of beauty that develops from craftsmanship, humanity and joy," says Chairman Leonardo Ferragamo. "This campaign is telling that story."
With The Joy of Loving, Ferragamo once again places the value of emotions and intergenerational bonds at the centre of its narrative, celebrating a beauty that goes beyond the present and continues to live through the people and stories that connect them.
And perhaps this is what I love most about the campaign: the idea that the true value of what we own lies not simply in the object itself, but in the memories, experiences, and bonds it carries with it.
And you, fashion lovers? Do you, like me, identify with the values Ferragamo celebrates through The Joy of Loving?
