![\"\"](\"https:\/\/www.waitfashion.com\/wp-content\/uploads\/2022\/09\/6F751884-2905-45DE-8D76-2B6E176F45C7.jpeg\")
<\/p>\n<\/p>\n
History repeats itself<\/strong>: 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<\/a> changes<\/strong> with his new creative direction entrusted to Maximilian Davis loses his name and becomes ” only ” Ferragamo<\/strong>.<\/p>\n A choice that coincides with a desire for rebirth<\/strong> and innovation<\/strong> 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<\/strong>. So on the eve of his debut on 24 September<\/strong> with SS23, Davis is preparing to modify the concept of luxury in a more technical<\/strong> and practical<\/strong> sense, increasingly nullifying the gap between craftsmanship, of which the brand is an ambassador, and innovation, long seen as irreconcilable and antagonistic.<\/p>\n 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<\/strong>, choosing a logo that is readable and usable by the media and the market, with a new font<\/strong> “ 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.<\/strong><\/p>\n
![\"\"](\"https:\/\/www.waitfashion.com\/wp-content\/uploads\/2022\/09\/2CA165AB-6722-4B5D-91FC-647654176819.jpeg\")
<\/pre>\n","protected":false},"excerpt":{"rendered":"