ferragamo ss26 | la prima impressione

Meeting the family is always a theatrical affair, especially in an Italian countryside villa. Ferragamo takes this universal rite of passage and turns it into a cinematic event for its Spring/Summer 2026 campaign. Titled ‘La Prima Impressione,’ literally the first impression, the project unfolds across seven chapters throughout the season to reveal the nuanced dynamics of a household welcoming a new partner into the fold. Award-winning director Antoneta Alamat Kusijanović steps behind the camera to capture this story, leaning heavily into the Hollywood heritage that has defined the brand since Salvatore Ferragamo first set up shop. The narrative focuses on the multi-generational appeal of the house, proving that magnetism and allure do not have an expiration date. Legendary supermodel Christy Turlington commands the screen as the matriarch of this stylish clan, operating as the choreographer of the family dynamics, and finally returning to the brand she fronted back in the 1990s. “In my work at Ferragamo, I tend to pull from the archive and make it modern, and so it was interesting for me to continue working with some of the same characters who the brand has worked with throughout its history,” says Creative Director Maximilian Davis. Turlington’s wardrobe... Read more » The post ferragamo ss26 | la prima impressione appeared first on Schön! Magazine.