Ferragamo S/S 2025 : Liu Wen, Diogo Gomes & Naoki Sumiya by Juergen Teller

[PDFSD]

Liu Wen booked this year Balenciaga, Chanel, Versace, Fendi and Ferragamo ads.. Another great year for her again

because she is well and highly regarded in China , a safe bet like Kardashians are for USA but on another spectrum of taste :-)

 

[jeremydante]

Never been a fan of Juergen; but the campaign is effective is it's erasure and reset of the Ferragamo of the past.
There is a casual essence here; which is key in the marketing strategy for Ferragamo, so the brand feels accessible, and cool.

 

[PDFSD]

BEST EXPLANATION

Ferragamo: From Heritage to Hemorrhage

In 2024, Salvatore Ferragamo posted a €68 million net loss, a stark reversal from a €26 million profit in 2023. Q1 2025 shows no reprieve, with revenues down 1% to €221 million, missing analyst expectations. This isn’t just a market slowdown it’s a strategic misstep.

Ferragamo is stuck in limbo, torn between its storied Italian heritage and a faltering reinvention. Under former CEO Marco Gobbetti and creative director Maximilian Davis, efforts to modernize new logo, youthful designs, hefty marketing have fallen flat. Sales of core categories like footwear (-9.6%) and apparel (-3%) continue to slide.

Why? Muddled positioning and uninspired storytelling. The brand struggles to define its audience, failing to balance legacy craftsmanship with the cultural edge luxury demands. A selective wholesale strategy tanked sales (-14.1% in Q3 2024), and direct-to-consumer channels aren’t picking up the slack (-7.5%).

Heritage alone doesn’t cut it. Without bold relevance, Ferragamo risks bleeding out in a market that punishes indecision.

 

[Norden]

Hes a pretty okay designer, but he really has no clue about culture and relevant audiences. It just feels so unimportant and lacking immediacy. If you're proposing fashion at a house like this, then at least let it be inspiring to sell whatever boring shoe or bag they have. also this campaign is so predictable.