In the two years since Maximilian Davis took the helm as creative director of Ferragamo, the British designer has guided the Italian house through a rebrand and modernization, presenting strikingly fresh and elegant collections inspired by its nearly century-long heritage.
As Davis’ vision for the brand sharpens, he is defining a new image of the “Ferragamo woman,” embracing female empowerment, diversity, and cultural understanding.
For its latest China campaign, launched last month and analyzed in this partner article, Ferragamo released a series of short films titled “Da Nü Zhu” (大女主) – translated as “Women Leading Their Own Way” – headlined by inspiring Chinese women.
According to global consultancy Accenture, China is home to nearly 400 million female consumers aged 20 to 60, contributing up to $1.4 trillion (10 trillion RMB) in annual spending. JD.com further reveals that women in China make 75% of all purchase decisions.
From statues of historical heroines rising from the River Seine at the Paris Olympics opening ceremony to empowering female content proliferating across Chinese social media, self-realization and advocacy for women are driving social change and re-shaping the economic landscape.
The booming “she economy” highlights women’s growing financial and social independence, as well as their increased disposable incomes. Brands aiming to engage with this influential segment are actively joining the conversation.
The “Da Nü Zhu” campaign features five leading Chinese women from different walks of life. Actresses Ariel Lin and Cheryl Yang, singer Jike Junyi, photographer Chen Man and entrepreneur Shen Li each wear Ferragamo ensembles that reflect their individual styles as they recount their personal journeys and share life advice.
“Many times, we overthink and underact … It’s ok to turn left, or right – what matters is that you keep moving,” says businesswoman Shen Li, who believes that life has no limits and it’s never too late to start anew. “Confidence and courage gradually develop over time, and one day when they reach a certain level, you will feel it,” says actress Ariel Lin. Speaking about balance and wellbeing, singer Jike Junyi says: “True beauty means living beautifully.”
The campaign collectively portrays the multifaceted image of the Ferragamo woman as independent, elegant, confident, brave, and possessing her own attitude.
Visually projecting each protagonist’s attitude are key pieces from Ferragamo’s new collections. Highlights include brand new hero product, the Hug Bag, spotted in Ferragamo red, black and grained leather; the star-shaped Mini Top Handle that dominated Spring/Summer 24; and Ferragamo’s iconic ballerina flats in updated styles.
With its roots in fine Italian leather craftsmanship, it’s unsurprising that shoes and bags remain a focus for Ferragamo. Davis’ revitalization of the maison’s ladies footwear heritage demonstrates Ferragamo’s versatility in the modern woman’s wardrobe and is driving social media buzz. As a result, the Ballerina flats have become a top-five on Tmall over recent months helping propel Ferragamo up the Re-Hub Compass index in Q2 2024.
Chinese social platforms are seeing a surge in female-centric content with strong female protagonists. This content highlights women’s value and strength, attracting more female users and boosting engagement. As female users continue to create and interact, this trend is expected to expand.
By joining this conversation and championing authenticity and diversity, Ferragamo is hoping to connect emotionally with young generations in China. The campaign videos are natural, casual and relatable, helping inspire more women to shape their lives through their attitude, actions, choices and style – preferably in Ferragamo, of course.
User-generated content on Xiaohongshu suggests it’s working.
“Chen Man perfectly encapsulates my feelings. Mastering the lens means mastering life,” Xiaohongshu user Verna Lee wrote, reflecting on her own story. “Ferragamo’s strategy is exceptional, effectively capturing individual conviction while celebrating the collective brilliance,” added another Xiaohongshu poster Decode_.
Many Xiaohongshu users have been inspired to share their own outfit inspiration pictures, tagging Ferragamo’s leading lady style.
“Tank top + trousers + ballet flats allow us to embody Ferragamo’s ethos of relaxation and elegance,” wrote Shiayuya on the platform.
The campaign’s official Weibo Hashtag has garnered 130 million views, and its video attracted 74 million views across all social platforms. In July, it secured the 12th spot among Weibo’s organic hot topics and sparked the viral social hashtag “There is a beauty called leading lady beauty” (#有一种美叫大女主的美), reflecting its widespread attention and social impact.
The company’s founder and shoemaker Salvatore Ferragamo began designing elegant yet comfortable shoes in the 1920s. Iconic women of the last century, from Audrey Hepburn to Marilyn Monroe, have been integral to the brand’s cultural identity.
Continuing Ferragamo’s commitment to highlighting women’s self-expression through design, Davis was honored as “British Womenswear Designer of the Year” by The Fashion Awards in 2023. The award recognized his work in “defining Ferragamo’s future with a clear focus on design, craftsmanship, and the evolution of its heritage.”
Davis’ Fall/Winter 24 and Pre-Spring 2025 collections bring a modern touch to the spirit of the 1920s and 1970s, respectively, highlighting these periods’ waves of female liberation. By modernizing Ferragamo’s classic codes and aligning with consumers’ principles and ideals, Davis is poised to cultivate a dedicated following of empowered Ferragamo women.
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