TOP MATRIARCH: Supermodel Christy Turlington is the star of Ferragamo’s advertising campaign for spring 2026, officially released on Monday.
Dubbed “La Prima Impressione,” or “First Impression” in English, the images are flanked by short videos directed by award-winning director Antoneta Alamat Kusijanović.
The storytelling, which will unfold across seven chapters to be revealed throughout the season, sees Turlington as the magnetic matriarch of an Italian household, welcoming her family and friends at a countryside villa.
Styled by Lotta Volkova, the cast includes the likes of Pierre Francois Jacob playing Turlington’s husband; Penelope Ternes and Kaplan Hani as their daughter and son; Edoardo Sebastianelli and Lina Zhang interpreting their respective partners, and Fatou Kebbeh as their friend. Presenting different perspectives, the characters intend to embody the multigenerational target creative director Maximilian Davis has addressed since starting his tenure at the brand in 2022.
“The starting point of Ferragamo is Salvatore’s link with Hollywood, and so cinema always feels interesting for us to explore,” said Davis in a statement.
He added that choice of Turlington also echoes the house’s heritage, considering that the model appeared in Ferragamo campaigns in the ‘90s.
The Ferragamo spring 2026 campaign.
Courtesy of Ferragamo
The first episodes center on the arrival of the guests at the location, with Turlington following the action from a window, and a scene where she imparts directions on where the characters should sit around the long table laid for lunch.
Her aura is amplified by her looks, including a champagne-hued silky dress and a sharply tailored skirt suit. Yet the images and videos put a heightened focus on the house’s accessories, including sculptural S-heel mules evolving the emblematic F-heel of the archives; stiletto sandals incorporating the signature Vara shoe bow or new, crafty iterations of the Hug bag.
The Ferragamo spring 2026 campaign.
Courtesy of Ferragamo
The release of the campaign comes just a few days after the listed company issued a concise statement in which it “firmly denies the reports published by certain media outlets,” which last week speculated about a potential change at Ferragamo’s creative helm. These included rumors that Davis was exiting the company for a potential top position at Alaïa, and would be succeeded by Gucci’s former creative director Sabato De Sarno.
