For Spring Summer 2026, Ferragamo turns inward with ‘La Prima Impressione’ which unfolds not as a campaign in the traditional sense, but as a filmic study of family, memory, and the subtleties that shape how we enter one another’s lives.
Directed by Antoneta Alamat Kusijanović, the project will be released in seven chapters across the season, set inside an Italian countryside villa where time feels suspended. The camera lingers. Nothing is rushed. Meaning emerges through glances, pauses, and proximity.
At its center is Christy Turlington, cast as the matriarch and emotional anchor of the household: composed, observant, and quietly commanding. The narrative traces the arrival of a new partner into the family, focusing on the small frictions and unspoken rituals that define first impressions and Turlington does not perform so much as preside, allowing presence to do the work.
Creative Director Maximilian Davis frames the campaign through Ferragamo’s long relationship with cinema, rooted in Salvatore Ferragamo’s Hollywood legacy and lineage that feels less nostalgic and more lived in.
Turlington’s wardrobe reflects that sensibility. The sculptural S heel mule reimagines the archival F heel, while a stiletto finished with the Vara bow brings a familiar house signature forward. These details are integrated naturally into the story, worn as part of daily life rather than positioned as spectacle.
The cast expands across generations. Pierre Francois Jacob appears as the husband, with Penelope Ternes and Kaplan Hani as daughter and son. Edoardo Sebastianelli and Lina Zhang enter as partners, joined by Fatou Kebbeh as a friend of the family. Together, they inhabit the Spring Summer 2026 collection through silken scarf dresses, woven Hug bags, and beaded S heel mules that add texture and movement.
Discover La Prima Impressione below.
