Ferragamo Launched A/W 2026 Advertising Campaign
The new luxury campaign explores the shoe as an object of desire through surrealist sculptures.
Updated on Oct. 7, 2026 in Accessories
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Ferragamo has unveiled its autumn/winter 2026 advertising campaign featuring supermodel Anok Yai and a unique sculpture built from shoes. The brand continues its focus on artistic heritage by incorporating works from artist Willie Cole.
Why it matters
The campaign serves to highlight the shoe as an object of obsession, bridging fashion with surrealist artistic traditions. By integrating historic design motifs, the brand reinforces its commitment to craftsmanship and legacy.
The new Cara bag is crafted from calf leather and features hardware inspired by the architecture of the Palazzo Spini Feroni. The central campaign sculpture was created by artist Willie Cole in 1994 and is currently held in the Museum Voorlinden collection.
The players
Maximilian Davis
He is the creative director at Ferragamo who oversees the brand's aesthetic direction.
Willie Cole
He is an artist whose 1994 shoe sculpture serves as a focal point for the current campaign.
Anok Yai
She is a globally recognized supermodel featured in the A/W 2026 promotional materials.
Johnny Dufort
He is the photographer responsible for shooting the campaign imagery.
The details
Creative director Maximilian Davis draws inspiration from Surrealism and Dadaism for this collection, centered around a throne-like sculpture. The campaign imagery, captured by photographer Johnny Dufort, features brand ambassadors including Jingyu Huang, Ning Chang, Vittoria Ceretti, and Thibaud Charon.
Timeline
1978: Fiamma Ferragamo introduced the iconic Vara shoe.
1994: Artist Willie Cole created the shoe sculpture featured in the campaign.
Autumn/Winter 2026: Ferragamo launched the new advertising campaign.
Culture Shift
The use of Dadaist-inspired sculptures marks a departure from traditional luxury marketing, prioritizing avant-garde art over simple product display. This movement follows the trend of high-fashion houses leveraging museum-grade collaborations to deepen their brand narrative.
Customers can expect to see these new design motifs reflected in the upcoming season's calf leather accessories and hardware detailing. The aesthetic focus on the Vara shoe legacy informs what collectors and enthusiasts should look for in upcoming retail availability.
The takeaway
This campaign demonstrates how luxury brands use historical artistic movements to maintain relevance in a competitive market. Readers can draw inspiration from this blend of legacy and avant-garde art when styling their own seasonal accessories.
Further reading
Explore the latest trends and items in our Accessories section.
Source note: This article includes information reported by Wallpaper*.
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