History repeats itself: after Hedi Slimane who back in 2012, upon his arrival at the then Yves Saint Laurent, changed the name to solo “ Saint Laurent ” and then came to Celine and also eliminated the iconic accent there, now also Salvatore Ferragamo changes with his new creative direction entrusted to Maximilian Davis loses his name and becomes ” only ” Ferragamo.
A choice that coincides with a desire for rebirth and innovation but also an act of profound respect on the part of the new creative director, who wants to create a Ferragamo with an immediate approach, approaching Gen Z. So on the eve of his debut on 24 September with SS23, Davis is preparing to modify the concept of luxury in a more technical and practical sense, increasingly nullifying the gap between craftsmanship, of which the brand is an ambassador, and innovation, long seen as irreconcilable and antagonistic.
And if by now the name of a maison is itself the maison, then Ferragamo is the protagonist of a process of identity and cultural expansion, choosing a logo that is readable and usable by the media and the market, with a new font “ without thanks ” (precisely sans serif as a computer would read it), whose name recalls the character traits of the new generation to which it is addressed: disillusioned and minimal.
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