Maximilian Davis Gives Ferragamo a Facelift
By Colette Kanbarian
From Milan to Florence, young Maximilian Davis is flourishing as Ferragamo’s newest creative director. The fresh designer and the historic fashion house are proving to be an unexpectedly electric match.
When the name Salvatore Ferragamo comes to mind, consumers often associate the 96-year-old, Florentine fashion house with classic shoes adored by Audrey Hepburn, clean-cut Italian suits, and timeless leather goods. However, the Ferragamo image is going through an apparent facelift: the luxury goods company, which is still majority-owned by the Ferragamo family, has recently hired budding, 27-year-old designer Maximilian Davis as its creative director. In the past year, Davis has injected the label with a younger, sleeker spirit––think androgynous silhouettes, slinky evening wear, and lots of leather.
“It was a lot to take in on the first day,” Davis told the Wall Street Journal. At the company’s historic headquarters in Florence, Italy, Davis began constructing the brand’s Spring 2023 collection. Perhaps his most striking introduction is the new signature red shade: a bright scarlet chosen to replace the more muted, burgundy tone previously used. For more modernizations, Davis eliminated Salvatore from the brand name, and refreshed the logo with a new, custom typeface designed by Peter Saville.
Growing up in Manchester, England, Davis was inspired by his father’s “clean” tailoring work and his mother’s modeling. His father and mother immigrated to Manchester from Jamaica and Trinidad, respectively, in the 1970s. Davis’ impeccable tailoring was part of what drew Ferragamo’s recently appointed CEO, Marco Gobbetti, to his work; Gobetti referred to him as “one of the most brilliant talents of this generation.” Davis ultimately left the LVMH Prize for Young Fashion Designers competition to accept the position at Ferragamo.
After graduating from London College of Fashion, he worked as an assistant to designer Grace Wales Bonner. In 2020, he started his own eponymous label, which he has since paused to focus on Ferragamo. In Spring 2021, Davis participated in the renowned British incubator program Fashion East, where he set out to expand perceptions of Black identity in fashion.
“When you think about who wears streetwear, you think of Black people,” said Davis to the New York Times. “When you think of tailoring, you think of white people. It doesn’t make any sense. My dad wore a suit to work every day. It needs to change.” Davis’ namesake brand, Maximilian Davis, was no stranger to A-list attention, beloved by stars such as Rihanna and Kim Kardashian. Despite having only two collections out with Ferragamo thus far, Davis has garnered a range of celebrity fans wearing the new Ferragamo, including Zendaya, Naomi Campbell, Dua Lipa, and Lewis Hamilton. The fashion house made waves when “I May Destroy You” creator Michaela Coel wore a sleek, embellished Ferragamo gown on the red carpet, complete with crystals and a hooded design. As the Wall Street Journal headlines, Davis is “reviving your grandma’s favorite shoe brand,” taking Ferragamo from conservative to captivating.
When the name Salvatore Ferragamo comes to mind, consumers often associate the 96-year-old, Florentine fashion house with classic shoes adored by Audrey Hepburn, clean-cut Italian suits, and timeless leather goods. However, the Ferragamo image is going through an apparent facelift: the luxury goods company, which is still majority-owned by the Ferragamo family, has recently hired budding, 27-year-old designer Maximilian Davis as its creative director. In the past year, Davis has injected the label with a younger, sleeker spirit––think androgynous silhouettes, slinky evening wear, and lots of leather.
“It was a lot to take in on the first day,” Davis told the Wall Street Journal. At the company’s historic headquarters in Florence, Italy, Davis began constructing the brand’s Spring 2023 collection. Perhaps his most striking introduction is the new signature red shade: a bright scarlet chosen to replace the more muted, burgundy tone previously used. For more modernizations, Davis eliminated Salvatore from the brand name, and refreshed the logo with a new, custom typeface designed by Peter Saville.
Growing up in Manchester, England, Davis was inspired by his father’s “clean” tailoring work and his mother’s modeling. His father and mother immigrated to Manchester from Jamaica and Trinidad, respectively, in the 1970s. Davis’ impeccable tailoring was part of what drew Ferragamo’s recently appointed CEO, Marco Gobbetti, to his work; Gobetti referred to him as “one of the most brilliant talents of this generation.” Davis ultimately left the LVMH Prize for Young Fashion Designers competition to accept the position at Ferragamo.
After graduating from London College of Fashion, he worked as an assistant to designer Grace Wales Bonner. In 2020, he started his own eponymous label, which he has since paused to focus on Ferragamo. In Spring 2021, Davis participated in the renowned British incubator program Fashion East, where he set out to expand perceptions of Black identity in fashion.
“When you think about who wears streetwear, you think of Black people,” said Davis to the New York Times. “When you think of tailoring, you think of white people. It doesn’t make any sense. My dad wore a suit to work every day. It needs to change.” Davis’ namesake brand, Maximilian Davis, was no stranger to A-list attention, beloved by stars such as Rihanna and Kim Kardashian. Despite having only two collections out with Ferragamo thus far, Davis has garnered a range of celebrity fans wearing the new Ferragamo, including Zendaya, Naomi Campbell, Dua Lipa, and Lewis Hamilton. The fashion house made waves when “I May Destroy You” creator Michaela Coel wore a sleek, embellished Ferragamo gown on the red carpet, complete with crystals and a hooded design. As the Wall Street Journal headlines, Davis is “reviving your grandma’s favorite shoe brand,” taking Ferragamo from conservative to captivating.