Salvatore Ferragamo is a Florence luxury house founded in 1927, celebrated for handcrafted footwear and accessories, now revitalised under a bold new creative direction.
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See all ads on AdLibrary →Salvatore Ferragamo is a Florence-based luxury fashion house founded in 1927, known for handcrafted footwear, leather goods, and accessories. Since 2022 the brand has undergone a creative revival under Maximilian Davis, strengthening its DTC digital presence and paid social acquisition across global markets. Also searched as Salvatore.
Ferragamo's post-2022 advertising strategy centres on colour-driven editorial campaigns that modernise the brand while honouring its Florentine craft heritage. Paid social amplifies campaign imagery into targeted acquisition funnels for footwear and bags, with retargeting sequences optimised for DTC conversion. Gifting and seasonal drops anchor the paid calendar. See Ferragamo's live ad creative in the <a href="https://adlibrary.com?q=Salvatore+Ferragamo&type=3">Ad Library</a>.
Instagram is the primary paid channel, featuring campaign stills and short-form video that highlight the Gancini hardware and shoe craftsmanship. Facebook supports broader audience reach and retargeting. The 2022 creative revival resulted in noticeably more vibrant, diverse campaign imagery that improved engagement rates versus the previous conservative aesthetic.
Ad copy leans on Florentine craft heritage and the founder's Hollywood legacy — shoemaker to Marlene Dietrich, Greta Garbo, and Marilyn Monroe — as emotional context. Current copy under Davis is more minimal and forward-looking, pairing bold colour visuals with understated brand-name copy. Collection names (Hug, Wanda) are used as campaign anchors.
Ferragamo's 2022 relaunch is a case study in DTC brand transformation: new creative direction, younger casting, bolder visuals, and a deliberately modernised paid social presence reversed years of declining relevance without abandoning the craft story. Marketers in mature luxury brands can study this as a template for revitalising paid acquisition without destroying brand equity.
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