Ferragamo Turns Its Shoemaking Legacy Into Something Slightly Surreal
Image: Johnny Dufort / Ferragamo
Gander out Thibaud Charon stepping into Ferragamo’s Fall/Winter 2026 campaign, where razor-sharp tailoring meets a house history built from the ground up—quite literally, with shoes everywhere.
Photographed by Johnny Dufort under the creative direction of Maximilian Davis, the campaign places Charon and Ferragamo global brand ambassador Huang Jingyu inside a slightly surreal study of the Italian label’s shoemaking roots. The clothes stay controlled; the footwear and art do the louder talking.
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Charon appears in a navy double-breasted suit beside Willie Cole’s celebrated 1994 shoe sculpture, a multicolored assemblage that turns Ferragamo’s signature object into something closer to an art installation. The pairing makes the campaign’s point without whispering: this house may be moving forward, but it has no intention of pretending shoes were ever merely accessories.
Across the campaign, formal menswear moves between double-breasted suiting, knitwear, shirting and leather outerwear. Ferragamo’s men’s footwear carries equal weight, including polished monk straps, classic dress shoes and a chunkier lug-soled loafer finished with Gancini hardware.
Image: Johnny Dufort / Ferragamo
The accessories are not left standing quietly in the corner either. Charon carries the new olive messenger bag, a streamlined calf-leather design built around a practical silhouette and Ferragamo’s instantly recognizable Gancini hardware. It is the kind of bag that says business without looking like it came free with a conference badge.
By placing polished tailoring, new leather goods and Cole’s sculpture inside the same visual conversation, Ferragamo frames its legacy as material to work with rather than something precious to lock behind glass. Charon brings the restraint; Dufort brings the surreal edge; the shoes remain the house’s most fluent language.
Source: Ferragamo; The Fashionisto.
